Search the history of over 510 billion pages on the Internet.
Open Library
Full text of "Sponsor"
See other formats
;brary
-336
Digitized by the Internet Archive
in 2013
http://archive.org/details/sponsor144052spon
3 OCTOBER
I960
40<
a copy* $8 a
year
1
J,
THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE
WDA
WD
and
KANSAS CITY. MISSOURI
announce tne appointment of
Edward Petry & Co., Inc.
as National Sales
Representative
effective October 1st
T
T
C
CAN COMPUTERS
REPLACE THE
TIMEBUYER?
The growing use of
data processors raises
a threat. Here's the ef-
fect on the buyer's job
Page 29
ABC TV launches
'shortie' plugs
on daytime shows
Page 32
Have admen lost
control over
radio/tv ratings?
Page 34
TvB backs major
competition
on research
Page 42
Transcontinent Stations
INFLUENTIAL IN PHILADELPHIA
A
in
^ ^ iEHr
Leader in Quantity, Quality and Business Establishments Audience . . . Leader in news,
and new ideas in Community Service: Latest Pulse & Hooper Total Rated Time Periods.
Another Great Storer Station Represented by the Katz Agency, Inc.
od 2 nd 1
Just as important as one's 2nd shoe is
Michigan's 2nd TV market . . . that rich
industrial outstate area made up of
LANSING-FLINT-JACKSON and 20
populous cities . . . 3,000,000 potential
customers . . . 684,200 TV homes (ARB
March '60) . . . served exclusively by
WJIM-TV for 10 years.
WJIM-TV
. Represented by Bla
JIM Radio by MASLA
MEANS
LISTENER
LOYALTY
... and 30 years of KTRH
programming has devel-
oped a pattern of listener
loyalty blanketing over 80
counties, serving over
1,087,100 radio households
and extending over 60,000
square miles. Compre-
hensive news reporting,
tasteful music, sports, farm
information and variety
give KTRH the popular bal-
anced programming that
benefits over four million
people.
50,000 WATTS - 740 KC
-CBS-
HOUSTON, TEXAS
E Vol. It. So. 40 • 3 OCTOBER I960
^ SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Will computers replace timebuyers?
29 The growing use of computers by ad agencies will one day free buyers
from paperwork, upgrading their status. Here's what they can do
ABC TV launches "shortie" plugs on day tv
32 Once again ABC breaks with tradition, allows quarter-hour buyer two
separate commercials shorter than a minute. Industry ponder- out<"me
Ratings: Have admen lost control?
34 Six media pros from client and agency shops outline ratings trends and
usage at second media managers conference called by NBC Spot Sales
Radio news expanding fast
36 P art V> °f SPONSOB's series on "Radios Big New Burst of Creativity"* re-
views high spots of radio's increasing importance in national, local news
Rocks, posies aimed at station drummers
38 Oklahoma City advertisers, agencies, and merchants sound off on local
station salesmen's policies, personalities, practices, as well as pitches
Reluctant radio client ups sales
40 Raymond's of Boston breaks print-only habit, scores with 17 Sunday
newscasts on WBZ plugging Monday sales: plunges into 52-week contract
Agency uses fm in self-sell
Off-beat commercials in a fable format, plus cultural programing is
promoting advertising
41 Off-beat commercials ui
the Zakin Co."s formula for selling itse
TvB backs top-level research competition
42 For the first time, industry is soliciting the research ideas of acade-
micians nationally in search for new insight into tv's effect on people
FEATURES
58 Film-Scope
24 49th and Madison
64 News & Idea Wrap-Up
6 Newsmaker of the Week
64 Picture Wrap-Up
82 Seller"* Viewpoint
50 Sponsor Isks
1 1 Sponsor Backstage
60 Sponsor Hears
19 Sponsor-Scope
84 Sponsor Speaks
4 7 Spot Buys
84 Ten-Second Spots
1 5 Timebuyers at Work
80 Tv and Radio Newsmakers
48 Tv Results
57 Washington Week
Erai
iriel, Circulation <■•
r. Telephone MUrrey
I 8-2772 Chicago Ofice. 612 N. Michigan Ave. Phone. Superior 7-9863. ■ irminghar*
urr.ee 3617 8th Ave. South Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sunset
Boulevard. Phone: Hollywood 4-8089 Printing Office: 3110 Elm Ave.. Baltimore 11. Md
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 a
year. Other Foreign countries SI I per year. Single copies 40c. Printed <n US. A Aooreu
all correspondence to 40 E. 49th St.. N Y 17 N ' MUnay Hill 8-2772 Published weekly
by SPONSOR Publications Inc 2nd class postage paid at Baltimore. Md
©1960 Sp
SPONSOR • 3 OCTOBER 1960
RADIO-ACTIVE...
JOE VAN
Not since the "Housewives
Protective League" has any <
person or one program dedi
itself so completely to the ,
IS -iii/'i-J? AM
''Van" Wagon in ^he. v^r^SW^r*^ ^ —
J***
-fc=,
Detroit area is a little pleasiire"^^,,^
-.. W.io*
the Mrs. of the house wouldn't bjj mmm ~~i
^MflEfli
without. And with good reason! 4
mlt
Joe's got 'em coming and going.
ML
l
One day he's promoting the
Joe Van "Step-Saver" contest
and giving away expensive
:
perfume like he's Madame
' V
Schaperelli . . . the next, he's got
n
them chuckling over one of his
. i
neighbor's running battles with
; '-/\. ■•■■■■■ •
rf "
the milk man. Folks just can't
f
/ \
i
listen without being receptive.
And that's when our Mr. Van
puts the message across.
Easily, one of Detroit's most
accomplished salesmen . . .
and the June Pulse . . . he's the
No. 1 boy in the area.
MONDAY - SATURDAY
/
,
10 a.m. - 1:30 p.m.
An RKO Genera/ Star/on
ROBERT E. EASTMAN & CO., INC. t
•
r
50,000 Wafts • 800 KC
Essex Broadcas»ers , Inc.
_ . I
RadORCP «-»— ■ u— — . .£J
■SPONSOR • 3 OCTOBER 1960
in Madison, Wis.
you buy MORE
with
WKOW
MORE
listeners per home
MORE
adults per home
MORE
homes per week
(cumulative 9 AM-6:30 PM)
11 County
AREA PULSE
Mar., 1960
Jn Madison, Wis. where the
city income per family is
§8,345 and in the 1 1 county
Pulse area of 117,800 radio
homes, WKOW, 10,000 watts
at 1070 Kc, delivers a power-
ful selling sound to mature
people who can buy.
For detailed analysis
call Headley-Reed.
ilVJ RADIO
POWERFUL RADIO STATION
+
NEWSMAKER
of the week
Scarcely half a dozen "good" new shows are to be found
among network fr's "giggle-fesC according to Art Durum,
Fuller & Smith & Ross senior v.p. for radio /tv. His unit
is undergoing a major realignment designed to unleash him
for program development and attracting new clients to FSR's
concept that quality, not cost-per-thousand, should come first.
The newsmaker: Arthur E. Duram. with Fuller & Smith
& Ross a decade, began as radio/tv director, rising to v. p. in '53,
board of directors in '55, and in '57 became radio/tv senior v. p.
Previously he was at CBS where he served as market research direc-
tor and later national sales manager of the radio and tv networks
Duram feels that a pitched battle is coming between agencies which
program strictly on a cost-per-thousand basis and those that empha-
size "interesting, stimulating"" pro-
grams the viewers of which are ^flHfe
"active" not "passive." "Cost-per- #^P
thousand is important."' says Dur-
am, "but it should not be an end
in itself. You can get good cost-
per-thousand with good program-
ing, but for effective advertising
the prime consideration has to be
the viewers reaction to the show."
Based on the mediocrity he sees in
current programing, Duram ex-
pects to find many network tv cli-
ents susceptible to an agency pitch rt ur t)uram
geared to a more qualitative approach.
To provide Duram with the time to concentrate on programing
and new business. FSR has shifted some of his other responsibilities
elsewhere. Taking over the new post of radio/tv manager is Edward
H. Mahoney. who served as broadcast v.p. with Cunningham & Walsh
and before that at Benton & Bowles. As administrative head of the
department. Mahonex reports to Duram. and he takes on complete
responsibility for running the commercials division, with the excep-
tion of production which will be administered b\ Peter Cardozo, v.p.
and radio/tv copy creative director.
B\ "good" programs, Duram does not mean culturally so. though
the latter might meet his standards. He's talking about programs
that reach the type of audience the client is after and hold that audi-
ence's intense interest. Mass is important but all programs get mass,
he maintains. The crucial question for Duram is "What's that viewer
doing while he's watching?"
Perry Mason, Dinah Shore, Omnibus, and Project 20 meet Duram's
standards. Among the new shows, he expects The Lau and Mr. Jones.
Route 66, and The Witness to make the grade.
"
SPONSOR • 3 OCTOBER 1060
yrgg™ WHITE
would have relished running station WPTR
The sage of Emporia was one of the heroes who made communi-
cations what it is today. He'd have relished running WPTR.
Its informal, individualistic spirit, its up and go, its entire modus
operendi would have suited him to a T. Like White, WPTR
believes that the primary function of any media of communica-
tions is to communicate. That's why (tho music is an integral
part of our programming) news comes first.
To cover the news WPTR receives reports from correspondents
around the world. The amount of contributors is fantastic —
almost a million! At the local level 5 mobile units work round
the clock. When it's helpful there's even a helicopter available
which broadcasts traffic and highway road conditions and covers
other important events. The quality of this news is evident 48
times a day. That's how often newscasts are scheduled. News
in depth is on the hour. Commentary— at least 12 times a day.
Editorials when necessary.
When you couple this with a public service drive for every
worthwhile cause that comes along, you've got responsible
broadcasting at its very best. And from an advertising standpoint
—responsive listenership second to none in this 2,000,000 plus
market.
Perhaps that's why local sponsors give it more advertising than
the next three stations combined— and why it carries more total
advertising than the next two put together. Represented nation-
ally by Robert E. Eastman & Co. In New England— by Foster &
Creed.
tEOPLE J. A^%- 50,000 WATTS
ALBANY-TROY- SCHENECTADY
Duncan Mounsey, Exec. V.P. — A division of SCHINE ENTERPRISES.
NSOR • 3 OCTOBER 1960
117 II III IKKRS
STARRING
Iff MARIAN
All 117 programs sold on first presentation
to WPIX, New York . . .WGN-TV, Chicago
KTTV, Los Angeles... WMAL- TV, Wash-
ington, D. C....WBRE-TV, Wilkes-Barre-
Scranton . . .WALA-TV, Mobile. Many other
stations in negotiation. Your MCA TV film
representative can arrange the same
profitable deal for you. Call him today!
it|03l 598 Madiscn Avenue, New Yo[k 22 > New York
tv filmS^cS PLaza 9-7500 and principal cities everywhere
Produced by Latimer Productions with Revue Studios facilities
LIMELIGHT ... the Fine Music design for
discriminating KBUZ listeners . . .
Attracts and holds early morning and late
afternoon audiences who appreciate the finest and show their
appreciation with sponsor results . . .
KBUZ, best Fine Music buy in the booming-buying Southwest
, . . where advertising is limited timewise,
screened tastewise . . .
'*-&--,
3est Fine Radio Buy In The Boom i ng-Buy i ng Southwest
KBUZ
< by Broadcast Time Sales
Phoenix
SPONSOR
Executive Vice President
Bernard Piatt
Secretary-Treasurer
Elaine Couper Glenn
v EDITORIAL DEPARTMENT
Executive Editor
John E. McMillin
Managing Editor
Alfred J. Jaffe
Midwest Editor (Chicago)
Swen Smart
Film Editor
Heyward Ehrlich
Walter F. Scanlc
Michael G. Silve
Ruth Schlanger
Art Editor
Maury Kurtz
ers* Service
. Wiggins
ADVERTISING DEPARTMENT
Sales Manager
Arthur E. Breider
Eastern Office
Wlllard Dougherty
The Gordon Broadcasting Company
KQBY ... San Francisco — KSDO ... San Diego — KBUZ . . . Phoenix
Herb Martin
Midwest Manager
Western Manager
George Dietrich
CIRCULATION DEPARTMENT
L. C. Windsor. Manager
Virginia Markey
ADMINISTRATIVE DEPT.
S. T. Massimino, Assistant to Publisher
Laura O. Paperman, Accounting Manager
George Becker; Anne Marie Cooper;
Michael Crocco; Syd Guttman; Willce
Rich; Irene Sulzbach; Dorothy Tinker;
Flora Tomadelli
SPONSOR • 3 OCTOBER 1960
by Joe Csida
Sponsor
backstas
Exhibitors stir up new anti-pay tv wave
Meanwhile, back here in Hollywood the na-
tion's motion picture exhibitors are sounding the
call to arms again, loud and very clear. When
Tom O'Neil's RKO General operation filed an
application with the FCC last June, requesting
permission to make a $10,000,000 three-year test
of the Zenith Phonevision system in the Hartford-
New Haven area on their uhf station WHCT-
TV. the exhibitors hastened to rally their forces anew.
Last week, out here in Los Angeles, the vanguard of these forces,
in the form of the Theater Owners of America and the American
Congress of Exhibitors, held their annual convention. High on the
agenda was pay television. The disheartening (from the exhibitor
viewpoint I admission leaked out that few exhibitors had responded
to the efforts of the TOA to raise funds to wage an all-out campaign
against pay tv. But now that the FCC has announced, in connec-
tion with the O'Neil request, that the Commission will conduct a
full inquiry into the pros and cons of pay television, the exhibitor
leaders feel their members will realize the great urgency for an all-
out battle.
They are trying to raise better than a quarter of a million dollars,
and in the meantime, they are hustling the public's signatures on an
anti-pay tv petition via members' theaters. At the time of the con-
vention they claimed to have about 15 million signatures. They're
shooting for 30 million. The drive of course, is directed toward
getting legislation introduced into the next session of Congress, out-
lawing all forms of home pay television.
Convention leaders stress threat of extinction
The TOA leaders really pulled out all the stops at this get-together.
Mitchell Wolfson, president of tv station WTVJ in Miami and the
prosperous Wometco theater chain, told the pay tv panel at the meet-
ing in flat terms that if pav tv became a reality it would mean the
end of the nation's theaters. He said it would wipe out investments
of over S2 billion, which exhibitors have in their theaters today, and
would put 150.000 theater employees around the country out of work.
It was Wolfson's further point that not onlv major forces in the
television industry itself, and major motion picture producers and
distributors were ganged up against the exhibitor in trying to bring
pa\ tv into being, but that the nation's newspapers and magazines
were on the pay tv side. Their angle, according to Wolfson, is
simph that they would love to see the end of free tv so that those bil-
lion dollar tv advertising budgets would then have to be spent sub-
stantially in printed media.
The TOA attornev. Marcus Cohen, told the group that he welcomed
the upcoming FCC inquirv. He claimed that this would be the first
SPONSOR • 3 OCTOBER 1960
wmca
PRO. r 1 1. Hi!
John Joseph McSweeney
■ There are some purists who resent
any attempt to compare John Joseph
McSweeney with George Bernard Shaw.
■ At eight, John was a grocer's assis-
tant; at 17 the assistant manager with a
weekly salary of $28. Foresaking mate-
rialism, JMcS resigned and took a $13
cut by joining the NY Sales Department
of the Chicago Tribune where after IVz
years of dedicated service he was able
to recover 10 of the original 13 dollars.
Married at 20, he left the Trib and joined
Paris and Peart as assistant media direc-
tor, rising to Proctor and Gamble heights
within a year at the Compton Agency.
Then 5 years as a radio rep for John E.
Pearson, and in 1948 -WMCA, where
he is sales manager. ■ The comparison
with GBS? The master once wrote,
". . .The people who get on in this world
are the people who get up and look for
the circumstances they want, and, if they
can't find them, make them ..." ■ And
of course, they're both Irish.
the Straus broadcasting group
wmca
NEW ■ YORK M
wbny
BUFFALO ■ Jack Masla & Co., in
rpi
RADIO PRESS INTERNATIONAL
NEW B YORK AM Radio Sales
Here's the prescription for
sales success: advertise on
WPAT. A balm to Greater New
York, we're a positive tonic to
the men who make and market
America's leading drug products,
cosmetics and toiletries. Listened
to throughout 31 counties in New
York, New Jersey, Pennsylvania
and Connecticut where more than
17,000,000 people live, work and
buy in more than 5,000,000 radio
homes, WPAT is heard and pre-
ferred, among other places, in
more of the Metropolitan area's
6,000 independent retail pharma-
cies than any other station. That's
what we call point-of-purchase
penetration in depth. And there's
no doubt that it moves merchan-
dise. Which probably explains
why our drug product, cosmetic
and toiletry advertising has in-
creased 327% in the past three
years, thanks to advertisers like
these : Bell Mack Laboratories, A .
Brioschi, Bristol-Myers, Colgate-
Palmolive Company, Coty, Lever
Brothers, Miles Laboratories,
Pomatex, Prince Matchabelli,
Schick, Shampion, Shulton,
Squibb Pharmaceutical, Sterling
Drug, Warner-Lambert Pharma-
ceutical. All of them have adver-
tised on WPAT ... the station
with the look of success.
WPAT
&
WPAT-FM
I
Sponsor backstage
time that the exhibitors would be able to ask the pay tv proponents
specific questions, and to get answers under oath as to their exact
programing plans. He pooh-poohed the oft-repeated general state-
ment made by pay tvites to the effect that they would give the public
top Broadway shows, brand new multi-million dollar motion picture
releases, major sports events, etc. He said that the Hartford RKO-
General-Phonevision application to the FCC ran almost 200 pages,
and that only three pages dealt with programing at all. And that
these three made only generalized promises. There is little doubt that
when the FCC hearings begin, the exhibitors will make use of the
odd programing deals Matty Fox had worked out in his Skiatron
pay tv efforts with entrepeneurs and sports operators.
A Boston exhibitor. Sumner Redstone, told the panel that thev
should battle the argument that pay tv won't kill theaters any more
than tv killed radio, radio killed records, etc. Pay tv and the the-
aters will be offering precisely the same product to the public, he
said, and the competition will be deadly. Redstone told the exhibi-
tors that if they thought drive-in theater competition, with its "dol-
lar-a-car" deal was rough, they would be horrified at what pay tele-
vision's "dollar-a-home" would do to theater business.
None of this exhibitor activity, however, seems to be slowing
down the powerful men and groups who believe in the future of pav
television. Word comes from Etobicoke (the Toronto suburb where
the Paramount Telemeter division is in the sixth month of its coin-
slot pay tv experiment), that 5.500 families in the area are now sub-
scribers to the service. When the project started, the operators set a
goal of 6,000 homes. There are no facts really available yet as to
how much the subscribers are spending, what programs they're view-
ing most, etc. The major portion of the Canadian programing, how-
ever, has been current motion pictures.
Teleprompter's plans in the pay tv field will get under way via a
Community Antenna TV operation the firm runs in Liberal, Kansas,
in the not too distant future. And even abroad the pay tv bug is
biting. In England, a company called Relay Exchanges formed a
separate wing to provide pay television services, if, as, and when
the government okays pay tv. This is called Rentaslot Television.
FCC hearings should shed new light
You may recall that the FCC got its wrist slapped a couple of
years ago when it indicated it would okay some pay tele testing.
If I recall correctly it was Oren Harris, our Democratic friend from
Arkansas, who led the Congressional contingent which chastised the
Commission on that occasion. But last spring, you'll remember, the
Commission set up some new rules under which pay testing might
be conducted, which seemed to meet more favorable Congressional
reaction. The upcoming hearings will no doubt shed more light on
pay television activity than any other development in the 15 years
that pay tv has been pushed by its proponents.
My own feeling, as I've said in numerous previous pieces, is that
in some form, sometime, sooner or later, pay television in the home
as well as in theaters is inevitable and. indeed, desirable. I think it
is vitally necessary that careful controls be set, that very intelligently
devised ground rules be laid out. But in the final analysis the eco-
nomics of pay tv. and the type of entertainment it will eventually
bring into the average American home add up to its inevitability. ^
SPONSOR • 3 OCTOBER 1960
Lovable Huckelberry Hound,
crowned "King of the Campus
and Community," at Ohio State
University's Homecoming, was a
sweetheart of a promotion
by WTVN-TV, the
Taft Station in Columbus.
everybody's
sweetheart
It's typical of the unusual and
appealing promotions that have
made the nine Taft Stations so
popular and well-known by more
than 8 million people in Cincinnati,
Birmingham, Lexington, Knoxville
and Columbus. Dynamic Taft Station
promotion builds larger, more
receptive audiences for your
goods or services. This is another
reason why your advertising
dollars earn more on Taft Stations.
r~e». d i o
fi«^ El d ESfc
SPONSOR • 3 OCTOBER 1960
IN PITTSBURGH
Take TAE
and See
TAE -Time is ABC -Time!
Let Pittsburgh's hottest
adjacencies carry the
ball for you this season.
wX AE
m ".vB3
REPRESENTED BY
THE KATZ AGENCY
Timebuyers
at work
Joe Hudack, broadcast media supervisor at Warick & Legler, New
York, feels that "the basic consideration for media selection for
most packaged goods is audience turnover — reaching as many new
and different homes as possible within the designated budget. Even
so-called 'domination of a single medium' does not necessarily mean
that the broadest audience reach
can be achieved unless schedules
are constantly evaluated and im-
proved. Therefore, when broadcast
schedules have been established,
especially in spot radio and televi-
sion which allow more flexibility.
we do not believe in 'standing pat'
with the original buy. Constant
examination of spot and network
proposals can provide the oppor-
tunity for working out various
broadcast combinations which
could result in attaining the desired audience turnover. Admittedly, a
continuous policy of change and improvement throughout the year
does create a heavier workload at the agency, but in many cases, hel ; s
maintain maximum efficiency. Another important factor is the coop-
eration of the broadcast sales reps' presentation of competitive pro-
posals. We are always eager to evaluate what they have to offer."
Doug Humm of Charles W. Hoyt, New York, is of the opinion that
"knowledge of the client's product and its distribution patterns is a
must for the timebuyer. Attendance at client-agency meetings is a
great help in educating him along these lines. Once he has a firm
grounding in the product's values and its channels of distribution,
he's in a position to act effectively.
^^^j^^^ He may learn that for a given cli-
jpP ^V ent the initial emphasis should fe
'm on selling the distributor, whole-
I saler, and retailer. After all if the
goods have not yet found their way
V to an ample number of dealers'
T^ ' shelves, it isn't enough to corn-
ea, i municate with the consumer. And,
^fl|0^|k 4jm ^Hk^^ when the
^5%/-%^^^ W^ ^H sells the consumer," continues
2B* ^E- ^^kfi&^l Doug, "there are differences in ap-
proach. Ratings don't necessarily
play as important a role in your strategy, and merchandising support
takes on more significance. In other words, it's always important to
bear in mind audience selectivity as well as quantity. And remember,
knowledge of product means a lot more than what the package looks
like. Most effective timebuying is that which keeps marketing in mind."
SPONSOR • 3 OCTOBER 1960
IN PITTSBURGH
Take TAE
and See . . .
how top TV pro's
help good selling
messages sell better
BEHIND THE CAMERAS
WTAE department heads average
fifteen years of experience in broad-
casting. Engineering and directorial
personnel average eight years in TV.
These professionals provide the deft,
sure performance and bright pro-
gramming that is a WTAE trademark.
BEFORE THE CAMERAS
The tri-state's best known performers
give extra personal sell to every mes-
sage they deliver. Among them are
the first news and sports broadcasting
team ever seen on Pittsburgh TV and
the first women's affairs director. In
total, there are eleven on-the-air per-
formers who average more than nine
years TV experience. Take TAE and
see how they sell for you.
BASIC ABC IN PITTSBURGH
wTae
now...bi or zutn uentury-Fox s '
ith many '57's and '58s, featuring
rlon Brando, Anthony Quinn Burt Lancaster, Dorothy McGuire, Cary Grant, Ann Sheridan Edward G. Robinson, Susan Hayward
'VIVA ZAPATA" "MR. 880" "I WAS A MALE WAR BRIDE" "HOUSE OF STRANGERS"
12 I Academy Awards and Nominations in NTA's
nost memorable reature rums
Today's Top Film and TV Stars
1 61 for 61 package
Now... comes the first major package of Post-'48 feature films for
television. Produced by that master studio, 20th Century-Fox, many
of these dynamite-laden feature films are pre '57's and '58's. And
they feature today's stars today! Many players in them are top tele-
vision stars today, as well as big current motion picture draws.
In NTA's "61 for '61" Package, too, are winners of 42 Academy Awards
and Nominations. Produced at a cost of $75,000,000, they are superior
to most network "specials" — in star value, in property value and in
attraction value. And they also include a few all-time classics, such as
"Berkeley Square."
Some of the biggest box office grossers of all times, they're sure to
win big audiences and big ratings, as they reach television screens
throughout the nation. Safeguard your market- protect the prestige
of your station -by making plans to obtain them for your city today.
Get in touch with your nearest NTA Sales Office-this moment even
-or with
E. Jonny Graff, V. P. in Charge of Sales, Eastern Div.,
10 Columbus Circle • JUdson 2-7300
Berne Tabakin, V. P. in Charge of Sales, Western Div.,
9570 Wilshire Blvd., Beverly Hills, Calif. • CRestview 4-0411
NTA
10 Columbus Circle,
New York 19, N.Y.
JUdson 2-7300
FLASH; Here are the stations that already own this package, Today!
Albuquerque, KOB; Cincinnati, WLW-T; Fort Smith (Ark.), KFSA; Hart-
ford, WHNB; Kalamazoo, WKZO; Knoxville, WATE-TV; Las Vegas, KLRJ;
Miami, WCKT; New York, WNTA-TV; Omaha, WOW; Philadelphia, WRCV-TV;
Phoenix, KPHO; Providence, WJAR-TV; Rock Island, WHBF; Salt Lake
City, KTUV; Spartanburg (S. Car). WSPA; Springfield (Mass.), WHYN-TV;
This year more than ever
New York audiences are watching
network quality entertainment
every night on WPIX-11,
the prestige independent.
Advertisers are selling with
minute commercials in this
"network atmosphere"
during prime evening hours!
No other station provides this
kind of selling opportunity
in New York - Prime Time Minutes
in so many good looking programs.
the prestige
independent with
network
programming !
M SQUAD
AIR POWER
MAN AND THE CHALLENGE
MIKE HAMMER
MEN INTO SPACE
HIGH ROAD
HOW TO MARRY A MILLIONAIRE
SAN FRANCISCO BEAT
THIS MAN DAWSON
TARGET
NEW YORK CONFIDENTIAL
DECOY
MEET McGRAW
INVISIBLE MAN
STATE TROOPER
YOU ARE THERE
TRACKDOWN
SILENT SERVICE
YOU ASKED FOR IT
MR. ADAMS AND EVE
THE HONEYMOONERS
SHOTGUN SLADE
NAVY LOG
BOLD VENTURE
JEFF'S COLLIE
WHIRLYBIRDS
THE CALIFORNIANS
BOLD JOURNEY
AND MANY MORE
where are
your
60~$econd
commercials
tonight?
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
3 OCTOBER I960 Three tv perennials from the food field have likewise turned to spot radio for
copyright i960 sizable runs this fall.
sponsor The trio: Skippy Peanut Butter (Guild, Bascomb & Bonfigli), Nabisco (McCann-Erick-
publications inc. son) and Maypo Maltex (Fletcher Richards). All are using minute announcements.
SSC&B, says it bills $65 million, underwent last week the first upper echelon
realignment the agency's had since Brown Bolte came in as president.
The motive for the shuffle as put out by the agency: get a wider spread of people respon-
sible for running the agency and the account.
Effected by the changes:
Raymond F. Sullivan: moves from chairman of the board to chairman of the execu-
tive committee. Brown Bolte: switched from president to vice chairman of the board. Al-
fred Seaman: from executive v.p. and creative director to president. S. Heagan Vayles:
from vice chairman to chairman of the board. Seaman came from Compton where he was
also creative director.
Broadcasters are genuinely worried lest the FCC separate and reassign stations
to drop in extra licensees.
Such a situation would undoubtedly be followed immediately by a demand for reduced
station rates on the basis of lesser coverage.
And added competition between stations could lead to wilder discounting and finally, a
complete mockery of the rate card system.
Such a broadcaster's loss might be an advertiser's gain : the more sellers in the business,
the more the market might favor hard-hitting buyers.
This is not idle talk: Commissioner Ford has labelled separation one of the first
orders of business for the FCC this year.
ARB will drop the decimals from its local rating reports this fall.
Reason behind the move is to remind subscribers that ratings are subject to statistical
errors. There's no real difference, for example, between an 18.1 and an 18.4. When deci-
mals first came into broadcasting, the motive for introducing them was to urge people to
believe the figures were really as accurate as they seemed.
The new ARB policy of whole numbers probably won't have any impact on
the radio research services, where there's still a big difference, say, between 1.5 and 2.4
— scores that would both show up as 2 under a no-decimals system.
000.
National spot tv ran 9.7% ahead of the like year period of 1959.
The 1960 second quarter gross billings as reported by TvB via Rorabaugh: $160,644$,-
An index to the heightening of the battle for nighttime audiences among tv net-
works: they're spending a lot more than ever for program spotlight ads in the
newspapers.
This may serve as something of a barometer: SPONSOR-SCOPE learned from the New
York Times that the billings from this source so far are 10-15% over the fall level of 1959.
SPONSOR • 3 OCTOBER 1960
19
SPONSOR-SCOPE continued
Automotive tv spending will top $75 million in 1960, says TvB.
That's more than 25 per cent ahead of last year's national and regional figure, while of
the 1960 dollars more than forty cents is going into compact car advertising.
In the first six months of 1959 and 1960 spot hillings rose from $4.8 million to $9:6
million, while network billings ascended from $19.2 million to $22.3 million.
The four biggest spenders were: GM, $10.5 million; Ford, $8.4 million; Chrysler,
$6.5 million, and American Motors, $2.0 million.
Fm radio will be standard equipment on more and more new cars.
Capitalizing on the trend, the current Harper's magazine has a selective list of 44 fm
music stations; drivers are urged to keep it in their cars.
Good news for fm, meanwhile, is in Chrysler's order for a five-minute daily
news strip on 27 fm stations, including the QXR network.
Yet another encouraging note in the New York Daily News' interest : it purchased
a piece of WNCN, part of the Concert Network. (The News' tv outlet is WPIX.)
Making itself increasingly evident to marketingmen are the advantages of spot
media as tools for quick action once a marketing problem has been recognized.
It is this superior flexibility that makes it possible for an advertiser to plug up the com-
petitive weak spots within two weeks after the issuance of a Nielsen Grocery Index.
As one media director put it: the packaged goods field actually lives on an every
other month basis (the Nielsen GI calendar), making media buying by necessity more and
more of a hand-to-mouth process.
NBC Radio shows a quarter in the black for the first time in a decade.
Its third quarter of 1960 — the first quarter of fiscal 1961 — reportedly had a total of $1.2
million in sales, largely due to L&M, Chesterfield, American Motors, and Curtis Publi-
cations.
A lot of admen are rediscovering that the best things in life are free.
Take the ADA's pronouncement on Crest, which still has some people scratching their
heads.
Crest zoomed ahead 60 per cent in sales in the first 30 days afterwards, but
the boom fell most heavily on P&G's other brand, Gleem, which suffered a 13 per cent
loss. (The other heavy losers were Pepsodent, Ipana, Stripe, and Colgate, in that order,
which dropped between six and three per cent each.)
The toothpaste turmoil recalls the reaction of the tobacco industry to endorsements by
consumer magazines on filters.
Agency-controlled tests, some admen are muttering, never carry to the public the
authenticity of bona fide free and independent endorsements.
Here's a wide open opportunity for air media: inducing the frozen foods in-
dustry to come in on a broad campaign which would (1) tell the part that these
vittles play in today's way of living and (2) promote the industry as a stable, pro-
gressive force.
Frozen foods, marketingmen say, are going through a new phase of their manu-
facturing and marketing evolution and their place in the consumer habit pattern. Their
use in meal planning and preparation are in need of clearer understanding.
SPONSOR • 3 OCTOBER 1960
i
SPONSOR-SCOPE continued
International Harvester will make its bid for the small truck market early in
1961 when it introduces a compact version of the Travelall (Y&R).
The new product will launch a counterattack against the gains made by Volkswagen trucks
and will use general consumer ads, not just farm media.
Sponsors of tv programs with provocative public informational contents can,
in a way, take heart from the Nielsen measured tune-in of the first of the Kennedy-
Nixon debates.
The viewer returns by the time SPONSOR-SCOPE went to press were only in from the
New York metro area but the figures sufficed to show that if you give them something in the
service sector of real moments and excitement the medium can lease them to their
sets in hordes.
What the Nielsen 17-county count disclosed: (1) a cumulative rating for the net-
works of 62.2, or 2,581,000 homes; (2) a share of 75%, as against 25% for the other four
stations in the market; (3) the average check was poised on the debate 85% of the full hour;
(4) the sets-in-use jumped to 72% as compared to 52% for the week before.
Chicago agencies NL&B, T-L, and Burnett have IBM machines working to fig-
ure out just what those complicated tv station rate cards really mean.
So many apparent discrepancies between estimated costs and the actual billings
have come up that the reps have washed their hands of the whole matter, turning rate cards
over to buyers and saying, "You figure it out." (See Automation story on page 29.)
Before bringing up its new program formula for approval at a meeting with af-
filiates in New York last week, CBS Radio demonstrated its own system for alerting
network stations to news flashes, on-the-spot coverage and national emergency an-
nouncements.
The name of the CBS signaling system : NetAlert.
As described to the affiliates, NetAlert provides six different alert systems, each composed
of from one to six virtually inaudible pulses of less than one-thirtieth of a second duration and
they are transmitted at a fraction of the normal program sound level.
Significant note by the network's president, Arthur Hull Hayes: NetAlert opens the
door to eventual automation of certain phases of station operation. NBC Radio in-
troduced a similar device in November 1956, called the Hotline.
Shades of the early 1950s: agency executives are getting out on the road to see
what they can do about clearing time for their network shows.
What obviously has brought this about is heightening competition between ABC TV
and NBC TV for clearances in two-station markets particularly and a tendency among
more and more stations to hold out evening period for syndicated or local service
programing.
To make sure his client got the markets he needed (in fringe time) one agency media
director has just completed a tour of 24 markets, with the result that his Sunday
night show will have a potential reach of 91% of all U.S. homes.
Early morning station clearances for network programs are now a lot easier
to get than they used to be.
Massey-Ferguson's Today on the Farm (NL&B) started 1 October on NBC TV Satur-
days at 7 a.m. with 120 affiliates to start, but back when the daily Today show first began
only 63 stations were on its original list.
• 3 OCTOBER 1960 21
SPONSOR-SCOPE continued
Automotive spending in smaller radio markets is heading for its second straight
annual record in 1960.
The auto and truck advertisers will probably top last year's mark by 100%, says Key-
stone's Sidney J. Wolf, recalling that 1959 auto spending also set a record of sorts.
Small town sales now account for one-third of automotive buying, and note that
merchandising cooperation between small radio stations and auto dealers usually
isn't duplicated in the larger cities.
There are 11 automotive brands, some of them on 52 week campaigns now using those
1,112 Keystone stations.
NBC TV scored a newsbeat on the two other networks in being the first to get
its newsfilm cabled into Eastern European countries.
UN appearances by Eisenhower and Khrushchev were cabled to the Eurovision network
via NBC's cable link to the BBC.
DX Sunray's focus on farm radio in its 16 states is coming of age.
Next week its farm information show on 26 stations celebrates its 500th broadcast; agen-
cv is Potts- Woodbury.
Sperry and Hutchinson's S&H Green Stamps (SSC&B) won't mention its serv-
ice or its clients in its local tv campaigns to promote retail trade.
They've ordered half-hours for a film on all four Chicago stations promoting retail busi-
ness but with nary a mention of their stamps or their 5,000 clients.
Broadcast cooperation is paying off better than competition in Medford, Ore-
gon.
Five radio stations and a tv outlet pooled forces for a two-hour simulcast to promote
Medford's fall retail promotion, and for three days before all the stations were actually
cross-plugging each other.
The stations were: KBOY, KDOV, KMED, KWIN, KYJC, and KBES-TV.
Similar to the Broadcast Media Association of Medford is a media association of
Rockford, Illinois, which through Howard Monk Agency will spend $10,000 to interest
Chicago agency people in the market, Illinois' second largest.
Besides three radio and two tv stations, the Rockford group also includes two daily news-
papers.
Tobacco advertisers are chain-smoking up more tv time than ever before.
Their gross time billings for the first six months of 1960 were S59.0 million, compared
to ^52.9 million for the same period in 1959, a "cording to TvB.
Network is getting more of this than spot, but the percentage increase over last year shows
that spot is swelling faster than network.
The network figure rose from $37.9 million to S39.4 million— a $1.5 million increase-
but the spot expenditure went from $14.9 million to $19.6 million for a bigger $4.7 million
increase.
Here's how the tobacco companies ranked as tv spenders in the semi-annual
1960 report: R. J. Reynolds. $10.4 million: Brown & Williamson, S9.1 million:
P. Lorillard, $8.6 million; American Tobacco. S8.6 million: Philip Morris, $8.2
million; Liggett & Myers, $6.8 million; Bayuk Cigars, $4.0 million, and Consoli-
dated Cigar, $2.2 million.
For other news coverage In this tasue, see Newsmaker of the Week, page 6;
Spot Buys, page 47; News and Idea Wrap-Up, page 64; Washington Week, page 57; sponsor
Hears, page 60; Tv and Radio Newsmakers, page 80; and Film-Scope, page 58.
SPONSOR • 3 OCTOBER 1960
3
This
status symbol
you have to
lug around
This one you can
see anywhere
Carrying an attache case
won't make you a vice-
president overnight. Putting
advertising on KPRC-TV in
Houston. Texas, won't do it
either. But it will help you
make sure your customers
see your commercials in a
clean, crackly environment with an inviting, colorful presentation.
Use KPRC-TV in Houston. Commercials on KPRC-TV have a
better chance of getting read, heard, seen, remembered and acted
upon. Besides, they look good. And they cost less than you think.
See your Edward Petry & Co. man. Use KPRC-TV. Channel
2 in Houston for your next Houston sales campaign. KPRC-TV,
NBC in Houston. Texas.
Courtesy of Hammermill Paper Cc
SPONSOR • 3 OCTOBER 1960
The WSYR MARKET
IS BIGGER
delivers 85%
more radio homes
than the No. 2
station
The WSYR-Syracuse market em-
braces 18 counties, and 1.6 mil-
lion people with a $3 billion buying
power.
WSYR coverage
equals that of die
next two stations
combined
Top programming . . . top per-
sonalities . . . top facilities make
the difference.
WSYR leads in public service and
public response!
•All figures NCS No. 2, weekly coverage
The NBC Statio
Covering the full Syraeu
WSYR
49th and
Madison
Picking up the scent
Your 19 September issue of sponsor
requests information as to whether
any other radio station has female
account executives ("News & Idea
Wrap-Up" I. I am sure that KOOO
is an excellent operation but I know
we at KSTT are not alone in having
a female account executive.
We have had one for approxi-
mately three years, and before that
she was employed by another radio
station in this same market. So much
for KOOO's claim to exclusivity.
I am sure that your next issue will
publish a long list of those other sta-
tions having such personnel; just add
ours to the list. I can also envision
claims for the oldest in service, the
oldest and/or the youngest, and pos-
sibly the prettiest. When you get to
the claims of sexiest, please send me
a list of names, addresses, and phone
numbers.
Frederick Epstein
president
KSTT
Davenport, Iowa
Kudos
Congratulations on the piece on cake
mixes. I think it was extremely well
done, informative and very fair.
Robert L. Foreman
executive v.p.
BBDO, N.Y.C.
Credits & debits
Thank you so much for the splendid
Brylcreem-K&E articles.
We are grateful for this kind of
coverage because it exposes some of
the top work we are doing for our
clients.
D. C. Stewart
president
Kenyon & Eckhardt, Inc.
New York
I read with interest your story "Ac-
tion Tv Shoots Brvlcreem to Top" in
the 19 September issue. The remark-
able success of this fine product was
certainly worth documenting and is
undoubtedly largely due, as you in-
dicate, to the part played by Kenyon
& Eckhardt.
However, let's give credit where
credit is due. Brylcreem's successful
introduction and its healthy initial
sales rise were achieved while the ac-
count was at Atherton & Currier. Inc.
(now merged into Kastor, Hilton.
Chesley, Clifford & Atherton, Inc.).
The significant achievements of get-
ting the brand off the ground uere
superintended by Bill Atherton and
J. Dennis Molnar. The now-classic
jingle about how "a little dab'll do
ya" was, I believe, originated by the
very talented Jack Atherton. Most of
the commercials built around this jin-
gle were the work of Anne Netzer: I
did a couple myself.
While K&E rightfully should take
bows for their excellent work it would
only seem right to credit the initial
market successes, and the basic theme
and structure they are still using, to
Atherton & Currier.
W. L. Olesen
product director
Johnson & Johnson
New Brunswick, N. J.
Wanted: more on talent
This is basically a subscription order,
but I thought you might be interested
to know that it is the direct result of
an article that appeared in your
magazine.
The article I refer to is: "Wanted
— New Company Spokesmen" which
appearded in your issue of 15 August.
As an announcer at WBRC-TV in
Birmingham. I found the article
thoroughly interesting and shared it
with the rest of the announcing staff:
it was read "hungrily" because there
is a dearth of such information avail-
able to "talent" in markets other than
I Please turn to page IS)
SPONSOR • 3 OCTOBER 1960
CREATIVITY.
. wfmy-tv creates
sales in the nation's 44th market
This ancient Indian pottery is a product
of someone's innate ability . . . creativity.
Here in the Industrial Piedmont the one
station with the proven ability to create
sales is WFMY-TV.
To sell the nation's 44th market* (44 coun-
ties, 17 cities in all) ... where 2.3 million
customers have $3.2 billion dollars to spend
. . . call your H-R-P rep today.
• Source: Television Magazine, 1960 Data Book
SPONSOR • 3 OCTOBER 1960
! /
%i %
- .~
i^^/^/«)7/c?
^:j^<
~*>^..~-.
STORER BROADCASTS
33 years of community service
THE BEGINNING by J. Minton from the
COMPANY
NATIONAL SALES OFFICES:
625 Madison Ave., N.Y. 22 • PLaza 1-3940
230 N. Michigan Ave., Chicago 1 • FRanklin 2-6498
PIONEEE?
A pioneer pioneers to get out of a
rut. To explore. To open frontiers.
To bring about new concepts. It's
not the easiest calling. Everything
must be learned the hard way. The
risks are large and incessant.
There were few broadcasting guide-
posts when Storer started out 33
years ago. What have we learned
from it all? THIS:
You first must make yourself a re-
sponsible citizen and a good neigh-
bor to the community as a whole.
Only in this way can you build
large, loyal audiences who will
respond to your sales messages.
In short, operating in the public
interest is good for our business
and for yours.
Radio
PHILADELPHIA-WIBG
LOS ANGELES-KGBS
DETROIT- WJBK
TOLEDO-WSPD
CLEVELAND-WJW
MIAMI-WGBS
WHEEUNG-WWVA
Television
DETROIT- WJBK-TV
CLEVELAND^WJW-TV
MILWAUKEE-WITI-TV
ATLANTA-WAGA-TV
TOLEDO-WSPD-TV
Florence, daughter of the
new Confederacy
The confederacy is of industry and
agriculture, the result a new and
productive South. Florence, single-station
market of 1,300,000 potential customers,
is a unique heir of this dynamic union and a
worthy target for television marketers.
®WBTW
Florence, South Carolina
Channel 8 • Maximum power • Maximum value I
Represented nationally by CBS TV Spot Sales m
^ SPONSOR
3 OCTOBER I960
PLANNING the floor space for Benton & Bowles'
20 IBM machines: (I to r) John Boyd, Jr.,
manager of data processing; Carl Goodman,
supervisor of tabulating dept.;
Marvin Katzman, mgr. of tabulating dept.
WILL
COMPUTERS
REPLACE TIMEBUYERS?
^ The growing use of mechanization by agencies may
soon revolutionize the timebuyer's every-day function
^ The removal of hordes of paperwork will not mean
his replacement, but new status for him, business for spot
Wi
ill the timebuyer become some-
thing to throw a cover over at night
and switch on in the morning?
The question is in the air this week
as a major agency takes an important
step toward mechanizing its media
department (and six others). Benton
& Bowles in New York has turned
over another 21 feet of floor space to
the computers, and the machines will
now occupy a 21x68-foot area that
once housed clerical personnel. This
is in marked contrast to the crowded
corner of a few years ago. when B&B
served as an IBM pilot project, and
the layout has been designed to make
room for further additions.
When B&B knocked down another
wall and moved in its twentieth ma-
chine, and as other agencies followed
its lead, the industry wondered aloud
just what the inevitable changes
would be — in other words, whose
place would they take?
After all, some theorized, with
proper feeding and digestion the ma-
chines are soon able to take over
most of the jobs of cost-estimating,
media selection, preparation of inser-
tion orders, preparation of contracts,
forwarding, inter-media balancing. In
fact, exulted William Salkind. asso-
ciate research director at Kenyon &
Eckhart, last week, '"They can bring
together all the information you need
in minutes; books of stuff can be
produced in a day. They are fasci-
nating and fascinatingly useful to the
advertising business.
'The beast is such that if you join
with it and learn to understand it,
you can really ride high. Bui
SPONSOR • 3 OCTOBER 1960
added, "it < an onlj case the buyer's
job — not take it over — and should
actuall) give him a more professional
Btatus."
\\ bat consequences will the beast
bave on the ad business? Industry
opinion volunteered to sponsor runs
on parallel tracks, all of which lead
to a more professional handling of
the details of the business:
• Mechanization ( or, when system-
atized, automation i will not think,
but will leave the media buyer free to
think while it handles a multitude of
clerical details both before and after
the buy.
• Mechanization, by simplifying
paperwork, will no doubt make spot
more attractive to timebuyers who at
present avoid the medium because
of the many complications involved.
• Mechanization may be the cure
to some of the old ulcers of the busi-
ness caused by its inability to shake
off archaic practices, such as the bill-
ing bugaboo.
The how is explained by Young &
Rubicam, Inc., which this spring com-
, WW LP, Springfield:
what mechanization
accomplishes at the
local station level
"TO KEEP ABREAST of the continuous flow of
forms, schedules and other material of prime importance
to a television station," WWLP, Springfield, Mass., has
installed a Remington Rand Univac machine.
According to William L. Putnam, president and general
manager, "The Univac's importance is not merely in hold-
ing down personnel costs. Actually, it replaces only one
employee in six, but the saving in work hours and the in-
crease in operating efficiency is enormous."
Putnam noted that the station log alone, which can take
anywhere from three to four hours and occupy four or five
people, can now be produced in a matter of minutes. Also,
much of the billing that used to take the bookkeeping
department two to three days can now be done in a couple
of hours. WWLP is using the equipment for its traffic,
billing, and payroll. "Speed plus the elimination of hu-
man errors makes the use of the equipment well worth
the rental fee," Putnam said.
pleted installation of a Remington
Rand Univac computing system in its
New York offices. "Strangely enough,
this mechanized mammoth . . . can
do no more than add one and one, but
it does it in a millionth of a second.
In minutes, millions of one-plus-one
additions come to complex answers in
subtraction, multiplication, and divi-
sion, as well as addition." Univac
can read ("information fed into it by
other units" l and write ("answers
onto paper through a high-speed
printer, onto punched tape or cards,
or magnetic tape").
"It can do complex arithmetic. It
compares data and checks itself for
accuracy: makes yes or no choices
among offered data. The other 16
units in the system are also highly
complex, but their simple purposes
are to feed data into the computer,
to store raw data in a variety of ways
until it's needed again, and to record
the completed information as it comes
from the computer.
"In one minute, Univac can do
20,000 additions or subtractions. In
one minute, its magnetic tape can
absorb over 240,000 digits. In one
minute, its magnetic drum can hold
until wanted 1,050.000 alphabetical
or numeric characters."
To the timebuyer. mechanization
means a revolutionizing of his job.
Now, most of his time is spent on
the least important duties connected
with buying. Mechanization will free
him from these drudgeries.
"Univac can't think for the buyer,
and is not here to replace him." said
Richard Campman. manager of \ &R's
media department. "Its important use
will be to relieve the media depart-
ment of the need to prepare insertion
orders: it also will relieve it in the
area of spot and newspaper estimates
and preparation of spot and print
contracts.
"Eventually," he predicted, "we
will be able to turn over to the buyer
a selection sheet of facts and figures
on what has been done previously
in certain areas or markets. Ma-
chines will save him a great deal of
spadework. highlighting bargains and
rate discounts, for one example."
More specifically, Ki^Es William
Salkind pointed out that "the com-
puter can bring together all of the
facts that apply to any media situ-
ation. Then the people who have to
3 OCTOBER 1960
Any size agency can now use mechanization
SIZE AND ABILITY to spend do not limit the firms that can now take advantage of mechaniza-
tion. The above is an IBM 704 computer at the IBM Service Bureau in N. Y. Independent bureaus
throughout the country rent machines and personnel by the hour for any types of computation
munication between agencies and me-
dia could be advanced to the stage of
sending tape and cards instead of in-
voices.
"For example," he said, "the sta-
tion representative would offer the
the agency a contract calling for a
cost-for-time bill monthly, and all in-
formation would be contained on a
simple card or tape. The great sav-
ing to the buyer, in terms of never
having to spend so much time wading
through past-performance paperwork,
will change the very nature of the
job.
"The great saving to the stations
would be in the fact that they'd get
paid on time. The agencies, after all,
want to pay as soon as a station's
bill comes in, but challenges and pro-
tests arise all the time because the
make a decision can make it, not on
a basis of experience or personal val-
ues, but on the basis of fact.
"Automation will make the media
buyer more important in the sense
that he will be able to concentrate on
what to buy rather than serving as
a human adding machine and ac-
countant."
The major value to the media de-
partment of the computer is that it
can assemble and store tremendous
amounts of information. It does this,
in Salkind's words, "in a fantastical-
ly short period of time. If the time-
buyer has a schedule of hundreds of
stations to compile," he continued,
"all he need do is set for himself a
method of buying, selecting the sta-
tions, and the machine will bat it out
for him.
"Also, in inter-media balancing
and selection, the computer can ac-
tually set proportions in terms of
goals, such as which will reach high
, income people, which regional groups,
and so forth."
Mechanization should have its great-
est effect on spot television and ra-
jdio, among all the media. The spot
media have long suffered from lack
(of business from buyers who avoid
,it, consciously or unconsciously, be-
cause of the blizzard of paperwork
Jboth before and after the buy.
! This was hinted at Benton &
Bowles, where the feeling would ap-
Ipear current that mechanization may
■ prove itself to the industry by com-
ing up with the long-sought answer
to one of the big problems in agency-
media relations, and the one that
most concerns spot salesmen, the bill-
ing bugaboo.
As William Vickery, B&B vice pres-
ident for finance, and controller,
noted, "The agencies are in favor of
anything that will clarify and speed
up the cycle from the time an order
is placed to the time a payment is
made. It's to their advantage and to
the advantage of the media. We be-
lieve that the computer may be the
answer, on the simple theory that if
you get something right the first
time you don't have to go on han-
dling and rehandling it.
"sponsor's standard billing form,
I might mention, goes a long way
toward finding a suitable solution,
but it cannot correct the original
source of differences between agen-
cies and the media. We think that
the computers may soon prove that
they can do just that."
B&B's views on mechanization in
its role as the eventual answer to the
billing problem were summed up by
the man closest to the agency's IBM
set-up, John Boyd, Jr., manager of
data processing:
"The considerable variance be-
tween what the agency has set as
its liability to the station and what
the station bills, caused by differences
in cut-off periods and a general over-
lapping of paperwork, could be even-
tually ended by mechanization. Com-
For the buyer: more
professional status
THE COMPUTERS can bring to-
gether all the information a media
buyer might need on every aspect of
a market or a station in minutes, says
William Salkind, associate research
director at K&E. "Books of stuff can
be produced in a day. The beast is
such," he states, "that if you join with
it and learn to understand it, you can
really ride high. But it can only ease
the buyer s job — not take it over —
and should actually give him a more
professional status."
SPONSOR • 3 OCTOBER 1960
bill doesn'l equal t h«- agency's idea
of its liability."
Spokesmen For agencies that have I
alread) installed computer equipment,
or who send computing jobs out to '
private service bureaus, have pre- [<
dieted that in the future, perhaps the
bear future, the larger representa-
tives will become mechanized and
communication by punch-card will be- j
come a generally accepted business
practice.
For size and ability to spend do not
limit the firm? that can now take
advantage of the machines. Inde- j
pendent service bureaus using IBM,
Remington Rand, and other equip-
ment are available to any size agency, I
rep firm or station. They charge by
the hour.
"Actually, there's no reason for a
small agency to install expensive
equipment,'" stated William O'Brien,
information manager of the IBM
Service Bureau Corp., a wholly- j
owned subsidiary of IBM. "In order I
to get full utilization out of the com- I
puters, they should be going at the I
barest minimum 40 hours a week," I
he explained.
"A smaller agency can, however,
bring its work to us, or to any one
of the many independent service bu- j j
reaus throughout the country. All
the customer pays for is the time it
takes us to do the job. He gets the i
benefits of data processing from
equipment he couldn't possibly install
himself, and he gets it by the hour."
Using one of these bureaus, the
smaller agency can temporarily add
to its staff the computers plus mathe-
maticians, programers, engineers, I
and method analysts. As IBM says, I
they can handle "any kind of work I
from the most complicated computa- ;
tion to a simple accounting analysis." I
Agency research departments would
also be well advised to automate their
work. According to K&E's Salkind,
"In the research department we have j
automated, and the processing of sur- l
veys, for example, has become a rela- !
ii\«l\ simple affair." Computation I
and analysis, he said, is done at a
speed "inconceivable a few years
ago."
Will what is inconceivable now be-
■ ome facl in the near future? Will the I
machine take over, not where the time- 1]
buyer's job ends, but where it begins?
i Please turn to page 62)
ABC launches 'shortie'
plugs on daytime video
^ Whitehall, Block charter participants in tv plan for
advertiser to divide one minute into two commercials
^ Flexibility pleases agencies, but injury to programs
feared; spot problem anticipated if fragments scattered
\& redit ABC with another minor
revolution in ways of selling daytime
tv. This time it's separate commer-
cials shorter than a minute.
The fomenter of scattered minute*
is off on a plan to allow advertisers
who buy a quarter hour and run all
three of their commercial minutes
within that 15-minute period to di-
vide one of them into two separate
30's or a 40 and a 20. First takers:
Whitehall and Block Drug.
The other networks, with varying
degrees of reluctance, allow "piggy-
backs" — i.e. 30's back-to-back cover-
ing two brands of the same adver-
tiser, but this is probably the first
instance of four separate commer-
cials in a quarter hour, and the initial
use of network 40's and 20's. ABC
sees the new approach, which cur-
rently is sold only for the second
quarter hour, as superior to piggy-
backing from a programing stand-
point because the fourth commercial
is placed after the closing credits.
This way the viewer encounters only
three commercial "jerks" during the
main body of the program, as ABC
TV daytime sales v.p. Ed Bleier puts
it.
Though the new plan is not ex-
pected to have as wide an appeal as
scattered minutes, agency media
officials feel it may fill the bill for
advertisers with four or more non-
THEY DON'T GO ALONG WITH THE PLAN
OVER-COMMERCIALIZATION is what Fred Houwink (I), general manager,
WMAL-TV, Washington, sees in the additional commercial break provided;
NBC's daytime sales director James Hergen not only agrees with Houwink,
but finds a definite threat to the spot business and anticipates station trou-
ble for ABC as a result. Houwink and other station men are especially con-
cerned over repercussions if ABC allows advertisers to scatter 'shorties'
32
3 OCTOBER 1960
competitive brands. The lower-budget
brands, hard put to carry the cost
of network minutes can now increase
their reach and frequency via the
newly available 20's, 30's and 40's.
provided they can deliver their mes-
sage in these shorter periods.
Block Drug plans to string out its
announcements this way: opening
billboards; Polident (minute) ; pro-
gram; Nytol (minute); program:
Minipoo (30 seconds) ; closing cre-
dits; Rem (30 seconds). Or the last
two products will break down 40/20.
Whitehall's variation on the theme
calls for a 30-60-60 lineup with a 30-
second hitchhike.
Appreciative of the added flexi-
bility, agencies nonetheless show con-
cern that an increased number of an-
nouncements can cut down the value
of programs. "How many times can
you break up a show?" was the rhe-
torical query of one top agency
media man. Said another, "The au-
dience isn't timing individual com-
mercials, but they surely notice the
number of different ones and begin
to think of dial switching when too
many come along." He added that
the fourth comercial comes so close
to the chainbreak as possibly to
create the impression the local sta-
tion is triple-spotting. "That way,
if you preserve the program by with-
holding the final commercial until
after the credits, you may be robbing
Peter to pay Paul, shifting the onus
to the local station."
As for possible effects on spot busi-
ness, stations and reps do not show
a great deal of concern over the
ABC plan as it now stands. "It is a
further break away from the tradi-
tional way of selling network, and
does appear to be a move into the
spot field," says one rep, "but so
long as the shortened commercials
are kept in the same quarter hour, it
should present no real problem for
spot."
The possibility that ABC might
eventually allow scattering of the com-
mercials shorter than a minute has
occurred to many at the station end.
"It's like pregnancy," is the vivid
simile of Fred Houwink, general
manager, of ABC Washington affili-
ate, WMAL-TV. "Once these things
get started they keep growing." Hou-
wink is not worried about the health
SPONSOR • 3 OCTOBER 1960
of spot business in a market the size
of Washington, though he's not sure
what effect ABC's plan might have on
smaller markets. His main concern
is the increased number of program
interruptions, which he fears can
make a "mess and shambles of the
daytime audience."
By far the severest critics of the
ABC plan, both from a programing
and spot business standpoint, are the
other networks. NBC's daytime sales
director James Hergen sees it as a
further breaking up of network shows
and therefore degrading. His net-
work on "rare" occasions accepts 30's
back-to-back for two related prod-
ucts of the same advertiser, and is
reluctant to do so, but considers
separate shorter commercials as more
disruptive to the programs.
Hergen calls network sale of 40's,
30's and 20's competition with spot
advertising. He says his network is
not currently considering separate
commercials shorter than a minute,
and anticipates ABC will have diffi-
culties with its affiliates on the mat-
ter. CBS. one of whose officials calls
the ABC plan "stealing spots from
local stations," likewise contemplates
no move in this direction.
Last month NBC did take steps to
counter ABC's provisions for scat-
tered minutes. Two Mondav-Fiidav
shows, Dough-Re-Mi (10-10:30 a.m.),
and Here's Hollywood (4:30-5 p.m.),
and one Saturday morning show.
Shari Lewis, are included in the new-
plan.
For the weekday programs, adver-
tisers can buy a quarter-hour and
instead of placing all three commer-
cial minutes therein, run one or two
on his major day and the remainder
on any other day within a two-week
period. The shows are not inter-
changeable for commercial purposes.
The Saturday morning program is
available for one minute each on
three consecutive weeks.
"The vast majority of our adver-
tisers don't have a need to spread
out their commercials." points out
Hergon. "They're interested in reach,
but want frequency and prefer own-
ing a quarter-hour. However, there
are exceptions, and we've instituted
this new plan in hopes of bringing
back some advertisers, for example
Brillo. who were wooed away by the
'THREE, NOT FOUR,
PROGRAM BREAKS'
FOURTH COMMERCIAL follows closing
credits, so there are only three 'jerks' in the
actual program, an improvement over piggy-
backing, says Ed Bleier, ABC daytime sales dir.
chance to buy single minutes per day
on ABC."
CBS thus far has limited its day-
time scatter allowance to a minute or
30-second cross-plug for every quar-
ter-hour purchased and no change
is in work at this time, according to
daytime sales director Joe Curl. The
network does permit piggybacking.
the feeling there being that this prac-
tice produces no extra break.
Outside of the rival networks there
apparently is no substantial fear that
{Please turn to page 52)
'NO PROBLEM FOR
NATIONAL SPOT'
SPOT ADVERTISERS won't shift to net-
work because of this plan, notes Frank Kemp,
Compton media v.p. If they want blanket
national coverage they aren't in sp?'-
Ratings: have admen lost control?
^ >i\ media pro* representing agencies and a major advr-rti't-r outlinr trend* a- >»rll
a* their hopes for rating service* and rating* at >BC Spot Sale* informal confe:
Uisgruntlement that agencies and
advertiser? don't have more of a say-
so in the direction and development
of ratings has been voiced by a group
of media pros in New York. Their
concern was shown in a typescript of
NBC Spot Sales" second media man-
agers' conference, an informal session
designed to benefit and guide its sales
staff.
Despite this and other stumbling
blocks, the media executives see new
and exciting movement in prospect
for broadcast ratings and the rating
Palmolive Co.; William E. Matthews,
vice president and director of media
relations at "l oung L Rubicam: Mar-
vin Richfield, media director. Erwin.
Wasey. RuthraufF k Ryan: Humboldt
J. Greig. vice president and manager
of station relations. C. J. LaRocbe &
Co. : Leslie Towne. media director -of
Smith-Greenland Co.. and Roger
Bumstead. media director of the East-
ern Division of MacManus. John &
Adams, all New York City.
They projected their views and
facts for the following subject posed
SECOND MEDIA MANAGERS' conference sponsored by NBC Spat
Roger Bums+ead. MJ&A: Pete Matthews, Y&R; Marvin Bd H . Greig, Laftodbe;
(standing) Edwin Jameson, NBC; (seated) £ Fmm K landing) H. C :
(seated) R. S. Paige, Colgate-Palmolive; Leslie Towne, Smith-?
- both of which frequently are
thought to be static and rigid.
The group enunciated the specific
problems attendant to "rating mad-
rid outlined some of the trends
_ vhich will make for better
and broader application of raw rat-
ings as veil as those which wiU give
dimension to the media involved.
The six discussants: Richard S.
Pake, media manager of the House-
hold Products Division of Cohrate-
bv discussion moderator Bill Fromm.
new business and promotion ma n ager
of NBC Spot Sales: "Rating Services
and the Use of Ratings." Only a few
of the group's attitudes can be sum-
marized here inasmuch as the origi-
nal typescript of the session covered
94 pages.
But several highlight comments
seem to point up these trends:
• Ratings are related directly —
and onlv — to one factor: circulation.
and buyers, j
from the staii.-r of
data than on <
or raring analyses.
• The furor abc
and their small — — i kJ base is
based on a lack of kncwfedpe. Prob-
ability samples, the adman said, base
been long estabBsbed as reliable
• : . -::.-: :- s ..£ s:...r: i:
' - - ' ■.- - - : ::-—:-
:--: --•- .-- ./ l: l. -— i--
,:; --: : :■ :r_ 7i_r : = -; ._> :':;
i ^.fr-:: t.: : : :i\:._ :-—;.; :. l~
»r-i-- :: _-•----::_
• The overnight or automated
rating is on the rise, with agLi.ii>
hz. : .: -: > — ■ _ :_ - • :;: i : :: -
- . - -.—
■
-
f. canoe altogether. Most media
people travel the middle road of isms
ratings in a qualified manner.
• T
agency and advertiser media execu-
tives that they have "lost ooafroT
-.-: ::.- • i: .- frrt-: : • ::.-
--" — :•- --— :r.'T" :. i"'7:_ : :•_: ~z
• The admen agreed that Ac
rating services should piovi de circu-
lation figures and dot information
beyond this should be in the nature
of special surveys or n e potts whack
are requested and paid for 1
S. ::.r : ::,,
each of the
box on the next page. The,
articulate and evocative,
explaining a coaple of d
B<rf
uhimaiT
"They have to be
M
i :.:-t:--.ej 1 >•:
getting the answer to how many
people did actually hear or view the
advertising message." But the "real
problem" goes beyond this, he says.
"Clients and buyers want to know
the audience — the attentive audience
to an ad messasre."
The word "attentive" in his phrase
implies a buying analysis going far
beyond a clear-cut 6.8 or 27.4 rating,
because it ventures into the quality
of the audience itself. "Ratings give
you a size figure, not a judgment on
what that size means," Paige says.
And Pete Matthews of Y&R says,
"Generally speaking, we do not have
the kind of audience analysis we
need." Roger Bumstead of MJ&A
spoke out in favor of the broadcast
industry initiating its own "Media
{Please turn to page 53)
IMPORTANT QUOTES FROM THE 6-MAN MEDIA PANEL
HUMBOLDT J. GREIG
V.p., mgr., station relations, C. J.
LaRoche & Co. — "The print boys
always have sold circulation while
broadcast is trying to evaluate cir-
culation. This places broadcast at
a handicap."
"We're getting rating services
strictly as a competitive tool — one
station against the other . . . Radio needs a different rat-
ing method. To get that should be an industry job."
"Today radio stations are paying more for surveys
than they receive from network affiliations."
RICHARD S. PAIGE
Media mgr., Household Products
Div., Colgate-Palmolive Co. — "The
real problem is {getting) a work-
able, agreed-upon definition of
audience . . . and this is very tough
to get. . . . The differences that
arise between the rating services is
how they define an audience."
"Rating services give you entirely divergent answers
for individual positions, but not on a broad average."
"To an advertiser, the question is audience: the atten-
tive audience to an ad message."
WILLIAM E. MATTHEWS
V.P., dir., media relations, Young
& Rubicam, Inc. — "A rating service
should be used as a relative circu-
lation measurement, not be con-
sidered the answer to questions of
advertising effectiveness, strength,
or appropriateness for a product."
"Every (research method) is
questionable in some respect. . . ."
"Agencies and advertisers have put themselves in a
questionable position in alloiving private research organi-
zations to determine the ways in which they receive in-
formation l on I the scope and nature of circulation."
F
LESLIE TOWNE
Media dir., Smith-Greenland Co. —
"We are probably better off having
a small sample size. {If it were
bigger), more people would feel
that the ratings are even more
valid and we'd have more slide rule
buying."
"{No one in this) room thinks
ratings are the one and only standard."
"(Radio ratings are confused.) Radio stations them-
selves are a great deal to blame by not getting together
and contributing money towards a reasonable definition
of a very rough thing to answer."
MARVIN RICHFIELD
Media dir., Erwin Wasey, Ruth-
rauff & Ryan, Inc. — "The probabil-
ity technique is fundamentally cor-
rect and as accurate as a random
sampling can be."
"We applaud tv rating service
competition but we prefer to use
one service. I don't feel it neces-
j sary to subscribe to all that are available."
"Almost any timebuyer would prefer to buy by Pulse.
I It gives him a higher level of station popularity. I suppose
this is the way all of us buy radio today — not adjacencies
t but popularity. It's like shooting craps."
|
i SPONSOR • 3 OCTOBER 1960
ROGER BUMSTEAD
Media dir., Eastern Div., Mac-
Manus, John & Adams, Inc. — "//
the industry got together and
started publishing a Media Records
for local radio and tv, it might well
be a valuable supporting tool for
the buyer in arriving at his ulti-
mate decision."
"Both the use and the importance of 'overnight' ratings
are on the rise. There's a much greater need for instan-
taneous measurements with tv."
"For agencies and advertisers to take charge of direct-
ing how rating services run, we have to pay lion's share. , ."
RADIO STATION INVESTMENTS in news staffs and equipment are striking evidence of radio's i
units employed by a single station, WGH. Norfollc-Portsmouth-Newport News. Not shown, WGH's r
panding news role. Above, the fleet of rr
Jio-equipped 'Jet boat,' used for n
Part V — Radio's Big New Burst of Creativity
RADIO NEWS EXPANDING FAST
^ Grass-roots 'battle of ideas' gives many cities
finer news coverage than newpapers ever provided
^ Fast, accurate, in-depth reporting, huge investments
in staff, equipment and facilities, spark radio's rise
W
ith radio's "creative revolution"
boiling up hundreds of new ideas
for grass-roots programing, it is
scarcel) surprising that radio"? oldest
staple — news coverage — is also going
through a period of exciting and
dramatic expansion.
Reports reaching SPONSOR in re-
rent months indicate that radio sta-
tions in manv markets have smashed
through traditional concepts of news
reporting and are providing greatly
augmented news service that most
newspapers never believed possible.
\ feu weeks ago. when Hurricane
Donna swept up the Atlantic coast.
Jack Gould, radio tv critic of the
New \ ork Times, took a full column
to praise radio's superlative report-
ing of the storm, and gave a partic-
ular bouquet to WBT. Charlotte.
But the tremendous increases in
the scope, breadth, and depth of
radio's news coverage are not limited
to occasional "big stories" or to a
handful of outstanding outlets.
Hundreds of fiercely competing
stations throughout the country are
investing millions of dollars in staff,
equipment, and facilities to gain news
leadership in their own communities.
3 OCTOBER 1960
WGH, Norfolk -Portsmouth -New-
port News, for example, maintains 11
radio-equipped mobile units on duty
24 hours to collect news of the Tide-
water area (see picture, page 36), and
careful checks of newspapers in the
region show that WGH is consistently
outscooping them on a majority of
both national and local news items.
WHDH, Boston, has its own 11-
man news department as well as the
full facilities of the Boston Herald-
Traveller.
WBNS, Columbus, uses mobile
units, a patrol plane, beeper phones,
and other expensive equipment, and
has five monitors tuned in on police,
fire, sheriff, and highway patrol sys-
tems around the clock.
WAKY, Louisville, in addition to
its own mobile facilities, has 10 radio
units belonging to a private firm
that cooperate in feeding in daily
news tips.
WOKY, Milwaukee, augments its
own staff with 20 paid correspondents
in six counties, plus 1,500 Voice of
the News reporters who compete for
weekly prizes for the best story
turned in.
In Omaha. WOW maintains 20
reporter-writers plus 100 exclusive
land paid) station correspondents.
In Detroit, WXYZ has a special
City Hall Reporter, a direct line to
the state capital in Lansing, and doz-
ens of other facilities. . . .
The list could be multiplied indefi-
nitely. But the moral is clear. Radio
men, in their struggles to become the
"first news source" in their own mar-
kets, have thrown away the book and
are striking out for new horizons.
To take but one example of how a
station increases news coverage to
build community prestige, consider
the case of WBBF, Rochester.
Early this year, WBBF embarked
<>n a policy of expanding its news de-
partment and Rochester news service.
Here are a few of the ways in which
it has implemented this policy:
1 ) Monthly presidential preference
polls among local residences
2 i Press conference programs with
high city and county officials
3 ) Expansion of ski reports and
news for sports enthusiasts
4) Station news chief sent to
Washington to attend a White House
press conference
5) First radio broadcasts in his-
tory of Rochester City Council meet-
ings
6) New mobile facilities for on-
the-spot coverage
7) Only Rochester station to send
a reporter to the Democratic Conven-
tion in Los Angeles
8) Delayed re-broadcast of Gover-
nor Rockefeller's tv appearance on
Open End (no Rochester tv station
carried a showing of this,).
In addition, WBBF, which gets na-
tional and international news from
the Mutual line, has signed a new
contract with Radio Press Interna-
tional (see below) and is now insert-
ing into its daily newscasts (with
appropriate comments) items which
it records from the Radio Moscow
English program service.
happenings such
y increasing news
as KLIF,
ole. KLIF
e-scene reports of
its effect
INTENSIVE ON-THE-SPOT COVERAGE of l<
Dallas, gave to Texas tornado, characterize radio's r<
n tracked path of the storm, gave constant, <
RADIO'S BURST OF CREATIVITY
THIS is the fifth in a series of SPONSOR articles dealing with
the amazing, but little-known, "battle of ideas" at radio's grass-
roots level that is fast making it America's most creative medium
PART I [issue of 5 Sept.) detailed the reasons behind radio's
new creative revolution, why it's happening and what it means
PART II {issue of 12 Sept.) explained how stations, in fierce
competitive fight, are creating many new public service features.
PART HI (issue of 19 Sept.) gave examples of the new music and
talk program formats which are emerging in radio's "battle of ideas"
PART IV I issue of 26 Sept.) discussed editorializing, the vigorous
treatment of local issues that is bringing new vitality to radio
PART V I this issue) completes the series of Radio Creativity with
a highspot review of dramatic developments in radio news coverage
SPONSOR • 3 OCTOBER 1960
FARM NEWS gets special coverage
— -y stations. Above, Frank Arney, WOW,
many stations. Above, Frank Arney, WOW,
Omaha, interviews a farmer for news items ;
In general, the news pattern which
is evolving at hundreds of stations is
two-fold : 1 ) more frequent newscasts
of accurate, authoritative national,
and international news supplied by
the networks or other prestige
sources, and 2) greatly expanded I
coverage of local news events.
ABC, CBS, NBC, and Mutual are j
now all furnishing their affiliates with
news on the average of once or I
more per hour. Radio Press Inter- j
national, the largest of the indepen-
dent services has 52 station subscrib-
era to whom it supplies 180-200 in-
ternational and national taped news j
items per week.
Westinghouse Broadcasting is
bringing foreign and national news !
to its stations from its own Wash-
ington and London News bureaus,
with correspondents in various parts
of the world (the London Bureau
alone has a reportorial complement
of 30 men).
Such services, plus the tremendous-
ly increased attention which stations
are giving to local news, mean that
Americans in Kokomo and Kankakee,
Elgin, and El Paso are being better
served and better informed about
both world and community affairs
than ever before in history. And
radio is spearheading this news ex-
pansion.
As a matter of fact, sponsor be-
(Please turn to page 52)
Rocks, posies aimed
at station drummers
^ Oklahoma City advertisers, agencies, and merchants
sound off on local station salesmanship and policies
^ Admen pros and cons on presentations, personalities,
practices, production, programs, are revealed in study
^■ocal time salesmen are the butt of
fairly sharp criticism and are the re-
cipients of posies too, from adver-
tisers, agencies, and merchants, in a
survey of Oklahoma City admen.
Here are some highlights of local
advertiser beefs against station sales-
men:
• They don't provide enough spe-
cific information regarding the suc-
cess of our broadcast advertising
campaigns.
• They don't have enough good
sales ideas, and promotional gim-
micks.
• They do not understand the busi-
nesses to which they are trying to sell
time.
• They are not sufficiently sensi-
tive to the personalities of the people
to whom they are trying to sell.
STUDY WAS conducted by Sherman P. Law-
ton, author of 'Modern Broadcaster' due in fall
A 61 -page summary of the study,
titled "Posies & Rocks," has been
published by Sherman P. Lawton, co-
ordinator of broadcasting instruction,
University of Oklahoma.
Basically, "Posies & Rocks" is a
summary of attitudes of agencies, ad-
vertisers, and potential advertisers in
Oklahoma City toward the salesmen
of radio and tv stations who call on
them to sell advertising. The report
is composed mainly of advertiser-
agency quotes on specific topics re-
lating to station salesmanship. Pros
and cons on station service, facilities,
production, programs, results, pres-
entations, are printed verbatim.
Not all points in the study were
critical. In the main advertisers and
agencies made suggestions and of-
fered their opinions and conceptions
of how stations operate and what the
salesman's job, influence and respon-
sibility is and ought to be.
Among local admen's attitudes to-
ward station salesmen:
Generally, advertisers understand
that a salesman has little to do with
service. "Remember we don't get the
real service from the salesman ... he
sells us, and then the account is
turned over to someone else . . . the
salesman is the front-line man but he
does not always stand alone . . . his
presentation has little to do with his
sales success."
It is interesting to note that atten-
tion to commercials is expected of
each station, but when special atten-
tion is given, it is recognized as a
good service. Whether from the
salesman, the station writers, or the
talent, it is appreciated. Advertisers
also seemed flattered when given spe-
cial attention from station managers.
38
SPONSOR • 3 OCTOBER 1960
Station facilities which affect sales
include studio and control room
equipment, space, coverage, and re-
ception. Production methods used
by some stations affect some buyers
unfavorably. For instance, one ad-
vertiser said, "With all their scream-
ing and shouting I wouldn't let them
give me advertising free." Another
said, "I quit because they advertised
the station more than my business."
By far the most common reason
for discontinuing advertising on a
station is, as might be expected, lack
of satisfactory results. Of those who
answered Lawton's query as to why
they discontinued their radio or tv
advertising, 73% said it was because
of failure to get good results, rates or
change in rates; 11% said it was be-
cause of programing; 7% said that
their advertising was for a specific
promotional or seasonal period; 3%
said it was because of reception; 2%
said they were cutting back; 2% be-
cause programs were changed under
ithem; 2% because ratings slipped.
Also mentioned were the intention
[to increase newspaper advertising
and unsuitable availabilities.
j Specific comments regarding sales-
men were made on such factors as
cnowing when to call, knowing how
ong to stay, respecting the compe
ence of the buyer, avoiding the ap-
)earance of pressure, gaining a repu
ation for dependability, keeping re-
ationships direct, keeping relation
hips on a business basis, and avoid-
ing personally irritating habits.
Frequently mentioned by advertis-
rs was the fact that most salesmen
ome with nothing but a rate book,
vailabilities, and sometimes a rating.
To sell and resell the medium or the
:ation is often a waste of time,"
oted one advertiser. "The salesman
iay feel that he has made his case
|nce, and that now all he needs to do
keep in contact until a sale de-
;lops." Yet, Lawton points out, ad-
;rtisers are insistent that salesmen
•e not adequately informed, and that
ore complete presentations would
i more effective.
"Over and over again advertisers
|ive the impression they would use
dio and tv more if they had proof
results," said Lawton. Many who
e using the media have little evi-
nce one way or another whether
{Please turn to page 54)
•ONSOR • 3 OCTOBER 1960
HOW LOCAL STATION SALESMEN
IMPRESS ADMEN IN OKLA. CITY
Here are some random opinions and attitudes voiced by admen
in the Lawton study. Advertisers, agencies were queried as to
what they expected from salesmen in line of service, pitch, etc.
The salesman is not selling advertising as such . . . he is selling
the station . . . he is the symbol of the station's image.
There isn't enough sufficient evidence as to the success of specific
advertising campaigns . . . salesmen have surprisingly little knowl-
edge of who is buying our products and how best to reach them
. . . we rarely see data on audience composition.
The greatest station service tends to go to the biggest advertisers.
Salesmen call on us, but only once in a while.
Suggested copy isn't important . . . creation of advertising is our
specific function . . . still we would like more ideas and promotion
gimmicks from salesmen.
We'd surely use tv and radio more if we had proof of results.
But most salesmen are lacking in convincing data.
More complete presentations would be welcome . . . most of
them just contain availabilities.
How can he make good proposals, with creative ideas, if he
doesn't know my business and its needs.
Most salesmen don't make a specific application of their pitch to
our particular type of business.
The salesman's attitude should be one of confidence, real interest
in making the sale, high interest in our problems as advertisers.
We always look for neiv ideas . . . but, I guess if salesmen had
ideas they'd be in merchandising instead of radio and tv.
Salesmen are never creative . . . but we feel their job is only
to keep relations with the station open.
Success stories are not necessarily convincing to us . . . give
us more audience data.
We liked the salesman who brought along a tape of a commercial
which had already been used, so we could hear hoiv it sounded.
SOMETHING r
Paul She;
added to their i
vid Lirtkins, pres.
3 strategy: radio. They are (I to r) : Charles Coyle, Raymond's department store ad mgr.;
umpbell, Emery Haughey & Lutlcins ad agency. At far right is WBZ acct. e
:. John Fitipatriclt
Reluctant radio client ups sales
^ Raymond's of Boston breaks print-only habit, notches
20% hike with Sunday spots plugging Monday sales
^ Cuts back newspaper lineage to allow for 52-week
schedule of 17 Sunday newscasts; adds Saturday spots
It wasn't eas\ . Overcoming inertia
seldom is. It took a newspaper strike
hack in 1957, when radio was hrought
in on an "emergency"' basis, and a
-uhM-quent series of isolated spot
stabs for special sales, all reportedly
sua essfol, before Raymond's depart-
ment beads would hear of regular use
of the medium. But when they did.
the outcome was a 20 f 'c rise in sales.
The breakthrough began in the fall
of 1959 when Raymond's tried a 13-
week series of 12 weather spots a
week on WBZ to promote ski equip-
ment. From the favorable results of
this campaign. Raymond's gathered
momentum in February of this year
to launch a schedule of 17 Sunday
newscasts on the station plugging
Monda) sales events, along with its
regular newspaper advertising.
The departments involved experi-
enced a 15-209? increase in volume
over previous events supported by-
newspapers only. And a large per-
centage of customers told sales people
the) heard about the store's sales
events on radio. That was enough
for the once radio-shy management,
I Please turn to page 54)
SPONSOR • 3 OCTOBER 1960
AGENCY USES FM IN SELF-SELL
^ Off-beat commercials in fable format plus cultural fm programing is Zakin
agency's unique formula for selling itself and promoting advertising's image
1^1 ar\ a day has gone by in the past
year when someone hasn't defended
or berated the advertising profession
in print, on the air, or from one
speaker's platform or another. One
small N.Y. agency, however, is doing
its bit to promote advertising, and
at the same time sell itself, through an
unusual house-produced fm program
called Montage.
"There is no better way for an
advertising agency to prove its abili-
ties and intrinsic worth, and the worth
of the profession, than to sell itself
through its own skills," said Alvin
Zakin. partner of the Zakin Co.
Instead of putting forth "high-sound-
ing general messages," the Zakin Co.
presents advertising problems with
j their solutions, in the unexpected
form of fables, written and delivered,
as Zakin put it, "with the creative
touch that best illustrates an adver-
tising agency's prime function: to
make a strong selling point, and to
make it memorable through origi-
nality."
Montage brings to the air a well-
rounded program of cultural selec-
tions ranging from discussions of the
arts and current events, to music,
drama, recitation. For example, a lis-
tener may hear within one hour (the
program runs on WABC-FM from
9-10 p.m. Thurs.) Moss Hart reading
from "The Man Who Came to Din-
ner," Elaine May and Mike Nichols
doing improvisations to music, and
Richard Dyer-Bennet singing folk
songs. Another week he may hear the
Oranim Zabar Israeli troupe, agency-
man-turned-comic Bob Newhart, and
a performance by Van Cliburn. And
so on.
Why fm? "Because the kind of
programing we wanted to do would
best be done through a medium which
we believe has the narrowest focus on
the audience with the broadcast point
of view." said Ted Eisenberg. crea-
tive director of the agency. The Zakin
Co. started this program with a
double intent: "Commercial statement
of advertising in a positive way to
help advertising and ourselves," he
said. "We were looking for a way to
present our ideas on advertising to
the general public as well as to people
in management in the N.Y. area,"
said Zakin. "Fm seemed to be the
answer."
The program began last 21 April
and will run for 52 weeks. There are
no plans to repeat any of the shows,
although recently a repeat was im-
perative because the material for the
scheduled show was in the home of
producer Jim Duffv during hurricane
Donna. "With $3,000 worth of re-
corded material floating around h\>
living room."" Duffy gave the go-ahead
to repeat an old show.
Montage is Duffy's first crack at
producing a radio program. He i*
a junior high school teacher "with
Zakin's shows
and advertising
fables are
flavored with
unusual content
Eli W attach and Geraldine
Page (left) recording a
discussion on method act-
ing and the merits of ac-
tor s studio, in a special
Montage interview. Actor,
Peter Turgeon (right) is
narrating one of agency's
advertising fables. There
are 8 fables in the series.
• 3 OCTOBER 1960
a flair for creative production, an
enormous record collection, and a
Health of knowledge on fm," said
/akin.
The value of the program to the
Zakin Co. hasn't been measured in
terms of new business." Zakin told
SPONSOR, but rather in "image."
"You can't put a dollars-and-cents
ticket on the prestige value of a ven-
ture such as Montage," he said.
On the first few programs, the
Zakin Co. spoke about advertising in
the L-eneral concept. "With all the
bad feeling about advertising, what
we would be accomplishing for our-
selves, we would be accomplishing
for all agencies and advertisers." said
Zakin. Initial commercials told people
that "it wouldn't matter what group
or agency they selected as long as
their selection was careful" . . .
"There are 3,200 advertising agencies
in Y Y„ and selection is free and
open," etc.
The fables were instituted last May.
There is a series of 8 fables each with
a little advertising moral. Here are
some examples:
• Don't hide vour rainbow under
a bushel of cliches. You're different
and special — and it might just be
that the Zakin Co. people could show
you how to make the most of it.
• If you have a good product —
make sure you tell people what it is.
And if you haven't thought of a fresh,
creative way to say it — that's where
the Zakin advertising people just
might be able to help you.
• If you own a "better than" —
make sure you tell people what it is.
And if you're having difficulty find-
ing a novel approach, the Zakin ad-
vertising people might be able to
come up with one for you.
The fables are written bv Zakin's
copy chief Jody Hart. Peter Turgeon,
of Broadway's Thurber Carnival, is
narrator. It is interesting to note
that the Zakin Co. excludes its ad-
dress and phone number after each
message.
Possible plans to syndicate Mon-
tage are in the works, Zakin told
sponsor. "We have received com-
mendation from stations across the
countrv and are scheduling some
meetings with them to discuss the
programing concept," he said. ^
PARTICIPATING IN a program planning conference for the Zakin Co.'s 'Montage' fm series are
(I to r) Jody Hart, Zakin copy chief and creator of the advertising fables; Jim Srau, WABC-FM,
who is station's liaison with Zakin; Roger Coleman, director of WABC-FM; Alvin Zakin, president
of the agency; Mike Fabian, former 'Montage' producer, and Ted Eisenberg, Zakin's creative dir.
TvB backs
^ Committee of ace aca-
demic brains in the country
works to find new research
^ $10,000 in awards will
go to best plans related
to tv and human behavior
I he television industry is making
I its first bold venture into the realm
of theoretical research in the hope
that practical application of the find-
I ings will improve tv itself as well as
all of advertising.
The industry, with the Television
Bureau of Advertising, is trying to
penerate the mysteries of television's
I effect on human behavior. The de-
| vice: a national competition for new
I ideas. The cost: $10,000 in cash
1 prizes for 20 awards and a sponsor-
estimated $10,000 additional for op-
erating expenses.
The governing committee and TvB
I hope they'll find some new ideas
which can give more dimension to
television and therefore make it more
meaningful to all elements of the in-
i dustry as well as to viewers and ad-
vertisers.
This week the official announce-
ment of a nationwide "competition
for exceptional plans in the field of
television research" will go to several
hundred colleges and universities,
professional societies, academicians,
and advertising men and women as
the Television Bureau of Advertising
casts a wide net for new thinking in
communications research.
The plan originated with TvB's I
board about a year ago, and was im- I
plemented with the formation of a I
nucleus advisory group last spring j
followed by a larger governing body
this past summer. TvB, although it
is financing the project, has relin-
quished all administrative and man-
agerial work to a governing body
comprised of some of the most dis-
tinguished and thought-provoking ed-
ucators in the country.
These educators are spearheading
the drive to carrv word of the com-
SPONSOR • 3 OCTOBER 1960
top-level research competition
petition to any student, school teacher,
researcher or practitioner — regardless
of his or her field of specialty — in
the search for people with new ideas
which may lead to new intelligence
on tv as a communications medium
affecting human behavior.
The cash prizes total some $10,000
— $4,000 for the person submitting
the best entry, $1,500 for the second,
and $250 each for the most distinc-
tive 18 additional plans. Members of
the governing committee, however,
think most entrants will look at the
cash awards as peripheral benefits to
the challenge of the problem and the
prestige of being selected a "winner."
The only full-time advertising men
i on the committee are Dr. Milton Sher-
' man, client service director at Mar-
plan division of McCann-Erickson,
who combines the theoretical ap-
! proach of the educator and researcher
I with the practical application of an
I advertising and marketing specialist,
! and TvB's research v.p., Dr. Leon
Arons.
In Sherman's opinion, the move
represents "a coming of age in ad-
vertising research" as well as a "get-
ting together of campus and Lexing-
ton Avenue." Each member of the
governing committee, he adds, "is
interested in the field of visual com-
munications and is an expert in mass
communications. Together they rep-
resent the best brains in the country.
The plan has definite breakthrough
possibilities" for the entire television
and communications industry.
George Huntington, TvB vice pres-
ident, agrees. The entire program for
the competition was sparked by the
simple fact that "90 % of the time we
in advertising are answering immedi-
ate problems. It's very hard to find
time for the basic research which may
or may not provide answers.
"That's why," adds Huntington,
"the committee is seeking ideas from
the academicians and students. They
have the time as well as the inclina-
tion for research, and we think they'll
be stimulated by this challenge for
new ideas.
"We think an appeal for these new
plans or concepts to scientists and
technicians — in what may be obscure
fields — may possibly give us some
new, startling and significant ap-
proaches. Many of the great inven-
tions were not developed by people
in the specific field they came from.
"Sampling techniques, for example,
were developed originally by gam-
blers and then by agriculturalists, not
researchers as such. That's why we're
asking cooperation of people in the
physical sciences, not just in social
sciences such as sociology and psy-
chology."
The governing committee chairman
is Professor Mark A. May of Yale
University, who also is chairman of
the U. S. Advisory Committee for
Information. He points out that the
competition is "unusual in several
respects," one of the most important
ones being that it is designed "for
plans and research strategies, not for
accomplished research." Another
variant from the usual competition:
"We appeal to the scientific commu-
nity as a whole to lend its creative
talent to the solution of the many
problems offered by mass communi-
cation in today's world."
8-MAN COMMITTEE FINALIZES COMPETITION PLANS
SOME OF THE BEST 'BRAINS' in academics join with agency toward scientists
land TvB executives in drawing blueprint for this first competition of its hope their origins
kind. Anyone may enter a plan, but special effort is being directed developments or
SPONSOR • 3 OCTOBER 1960
OR. MILTON SHERMAN, MARPLAN
id researchers in "off-beat" areas of special+y !
theories and research will lead to radically ne
sight into television's effect on human behavic
T\B"s announcement of the com-
petition make? this generalization:
"The ranse of problems for which
es may be developed, and the
range of types of research strategies
*hich can be utilized, have been kept
ver\ broad. An entrant may take
virtually any problem which has to
do with television and human be-
havior and make use of any scien-
tifically acceptable methodology in
devising a strategy for attacking the
problem."
Similar approaches have been
evolved by TvB with the help of
Pennsylvania State L. over the past
two or three years. Norman «Pete»
Cash. TvB president, notes that "This
competition is a development of the
basic research program we launched
at that time."
The competition is for plans only
— for possible blueprints which may
lead to some basic answers to tv"s
unknowns. The governing committee
considers the "design of the strategy
the most critical phase of any re-
search."
What are some of these problems?
Committee members say they are
countless. But Georse Huntington
cites as examples of completely un-
known areas of tv : < 1 1 the value of
repetition: i2i the amount of infor-
mation which can be imparted in a
short time: "3» the lasting effect of
a piece of information: > 4 ■ the im-
portance or significance of a "fun"
product.
The range of problem areas has no
limits, as indicated in the 12-page
brochure being mailed to prospective
entrants. Some examples from which
"specific project studies might be
selected": civic behavior, learning
and education, consumer behavior,
cultural values and activities, inter-
personal relations.
There are no restrictive guidelines
for persons interested in submitting
plans. "Research plans may. in fact,
deal with any aspect of human be-
havior as affected by television. The
research problem itself may be de-
fined in either "basic" or 'applied"
terms." according to the published
summation.
The 20 plans considered the most
"exceptional" will be published in
book form.
Those selected will be chosen on
the basis of these contents : • 1 » the
problem, its conceptualization and im-
portance: >2> the research strategy,
its freshness^ originality, creativeness
and "breakthrough" potential: i3'
the research strategy, its soundness,
including the extent to which relevant
variables are included : i 4 | the re-
search strategy, its feasibility and
practicability : I 5 J the anticipated re-
sults, the possibility of generalizing
results or concepts and the expecta-
tion of yield: i6> the presentation
of the plan, its clarity and complete-
ness.
Because some of the entries may
come from obscure fields or those
unknown specifically to members of
the committee, the judges may call on
outside persons expert in these fields
to counsel them on specifics.
The synthesis of what may be two
heretofore unrelated activities is what
TvB has in mind for the competition.
Huntington cites, for example, the in-
stance of Bell Labs" scientists running
rats through mazes to give researchers
better ideas as to how the lines on a
switchboard should be installed.
"Other industries do this kind of
thing." he comments, "but advertis-
ins and television haven't. We don't
Arbttron's all-electronic measurement technique uncovers the latest and most
startling fact about television marketing in Metropolitan New York:
WNEW-TV EQUALS THE BEST-RATED NETWORK AFFILIATE... IN REACH!
% of N.Y. TV homes f cached ml week*: 88.6 92.7 82.9
% of N.Y. TV homes reached m 4 weeks-: lOO.O 97.7 95.9 |
oo.o
'Afbrtron: 4 Weeks Ending Apr! 10. I960- For details on this penetrating study of
Market, and distribution of viewing st home demographic ch •
SPONSOR • 3 OCTOBER 1960 I
have either the people or the time to
relegate someone to an ivory tower
to just think about things.
"Yet this needs doing. That's why
we consider this project a very long-
range effort, with the possibility of
no pay-out or none for a long time."
Why hasn't the television industry,
particularly, moved into this theoreti-
cal research area before now?
Huntington answers: "I think the
big reason is because we've been too
successful on our hunch system. But
it's possible we would have done a
lot more if we'd had the research.
One thing's for sure: as costs go up
in the industry — as in all media — tele-
vision will have to find a more effi-
cient way of doing things. We'll al-
so have to make a better defense of
those rising costs.
"This is true of all media, and I
think it's significant that television
is taking the lead in this effort."
Huntington and his TvB and govern-
ing committee colleagues will wel-
come any media-oriented plan as well
as those from academic people. Thus
comparative papers — analvzing tv in
contrast with other media — are wel-
come if they relate to the basic prob-
lem of tv and human behavior.
All entries must be forwarded to
the Competition on Plans for Televi-
sion Research, 1 Rockefeller Plaza,
New York 20, by 15 March, 1961.
There are several stipulations, one of
which is that only individuals — not
organizations — can submit an entry.
The descriptive booklet on the com-
petition can be obtained from there
also.
The judging will take an unknown
amount of time because the number
of entries cannot be estimated. An-
other factor is the considerable pe-
rusal and study time which will be re-
quired for each entry because of its
original and penetrating nature. The
compilation of the 20 best plans into
a book therefore is not expected for
at least a year.
Among the other distinguished
committee members are C. R. Car-
penter, psychology professor and di-
rector of the division of academic
research and services at Pennsyl-
vania State U. (with whom TvB has
been cooperating on projects for the
past three years l : John B. Carroll,
professor. Graduate School of Edu-
cation, Harvard U; Joseph J. Klapper,
consultant, communications research,
behavioral research service, General
Electric Co.; Paul F. Lazarsfeld,
chairman, department of sociology,
Columbia U.; Wilbur Schramm, pro-
fessor of communications research,
director of the institute for commu-
nication research, Stanford U.
Among the advertising and indus-
try supporters of the project: Marion
Harper, Jr., president, McCann-Erick-
son; Arno H. Johnson, chairman,
Advertising Research Foundation;
Thomas B. McCabe, president, Scott
Paper Co.; Frank Pace, Jr., chair-
man. General Dynamics Corp.
Others who have endorsed the com-
petition: Philip H. Coombs, program
director of the education program,
Ford Foundation; Roy M. Hall, as-
sistant commissioner for research,
U. S. Office of Education; Ralph Het-
zel. vice president. Motion Picture
Assn. of America; Porter McKeever,
director of information. Committee
for Economic Development; Gilbert
Seldes. director. Annenberg School of
Communication, U. of Pennsylvania;
John F. White, president. National
Educational Television and Radio
Center. ^
IN CHATTANOOGA, TENNESSEE
*FIRST CHOICE of more people, more times
than any other Chattanooga TV station. That's why
you'll tell more and sell more on WRGP-TV in
Chattanooga, dominating 60 counties in Tennessee,
Georgia and Alabama where over a million people
spend 800 million dollars annually.
♦March, 1960, A.R.B.: April, 1960, N.S.I.
Member The FRIENDLY Group (
\ John J. Loux, Exec. Vice-President
National and regional buys
in work now or recently completed
SPOT BUYS
TV BUYS
Ceneral Foods Corp., Post Div., Battle Creek: Going into about
100 markets with schedules for Gravy Train. Lineup of prime min-
utes and 20's starts 10 October for four weeks. Buyer: Stu Hinkle.
Agency : Benton & Bowles, New York.
Procter & Gamble., Cincinnati: Schedules start this month on Dun-
can Hines mixes, Crisco and Comet. Placements of day and night
minutes run through the P&G contract year. Agency: Compton Adv.,
New York. Doug MacMullan buys on Duncan Hines; Bob Pape on
Crisco; Joe Burbeck on Comet.
Ceneral Foods Corp., Maxwell House Div., Hoboken, N. J.: New
schedules for Instant Maxwell House begin this month and run until
the end of the year. Prime chainbreaks and fringe minutes are being
used. Buyer : Grace Porterfield. Agency : Benton & Bowles, New York.
Ceneral Mills, Inc., Minneapolis: Southern markets get Red Band
flour schedules beginning 19 October. Night minutes are being
bought for nine weeks. Buyers: Ira Weinblatt and Bob Fitzgerald.
Agency: Dancer-Fitzgerald-Sample, New York.
RADIO BUYS
Gasoline Tax Education Commission, New York: Some change
in pattern, but substantially the same markets being used now, in its
follow-up campaign that starts mid-October. Close to 150 markets in
47 states get traffic minute schedules for four weeks, fairly heavy fre-
; quencies. Buyer: Bob Bridge. Agency: SSCB, New York.
Ford Motor Co., Lincoln-Mercury Div., Dearborn: Campaign
for the '61 Mercury begins this month for six weeks. Schedules are
for minutes, Monday through Friday traffic, and seven to 12 noon
Saturday. Buyers: Bob Morton and Ed Kobza. Agency: Kenyon &
jEckhardt, New York.
Vick Chemical Co., New York: Cold-season campaign for Vicks
cough drops starts this month in about 50 markets. Flights placed are
10 October for six weeks; 12 December for five weeks; 6 February
for four weeks. Schedules are mostly traffic, 12 to 30 spots per week
per market. Buyer: Mary Ellen Clark. Agency: Morse International,
line, New York.
jBulova Watch Co., Inc., Flushing. New York: Christmas cam-
paign on Bulova watches begins 31 October in 25 top markets. Eight-
Meek schedule is about 70% traffic, 50-175 I.D.'s per week per mar-
jket. Buyer: Phil Stumbo. Agency: McCann-Erickson, New York.
Minute Maid Corp., Orlando, Fla.: Adding schedules to current
|:ampaign for its frozen orange juice. Traffic I.D.'s begin 10 October
,For three weeks in a number of top markets. Buyer: Chet Slaybaugh.
j|\gency: Ted Bates & Co., New York.
Sponsor • 3 October 1960
CHANNEL 9
WTVM
COLUMBUS, GA.
• A Great New Market!
82% unduplicated audience on the
only primary ABC station between
Atlanta and the Gulf!
• Top ABC Programs!
Shows like Maverick, Cheyenne, The
Real McCoys, Sunset Strip, Hong
Kong, Lawrence Welk, and The Un-
touchables.
• The Best of NBC
Programs like Wagon Train, The
Price Is Right, and the Huntley-
Brinkley News . . . plus top syndi-
cated programs.
CHANNEL 9
<3@©Q
COLUMBUS, GA.
The #1 night-t
Chattanooga!
■
Capsule case histories of successful
local and regional television campaigns
TV RESULTS
CANNING JARS
SPONSOR: K. .1. Korvett AGENCY: Direct
Capsule case history: A special sale promotion on WHNB-
TV. New Britain-Hartford. Conn., showed E. J. Korvett the
\alue of tv throughout the year. Previously this pioneer dis-
count chain, based in New York, had been strictly a print
advertiser in this area. For the promotion, it used saturation
daytime I.D.'s to push one or two items each day, for sales
impact the following dav. According to Earl Perlov, store
manager, and Mrs. E. Nelson, promotion manager for the
chain, most of the goods sold out the same day advertised.
But what impressed Korvett most was the sustained re-
sponse for weeks after the schedule. The advertiser quickly-
placed a series of schedules w ith WHNB-TV on a year-round
basis, in an over-all campaign to promote the store itself,
rather than specific items. Result has been an all-time high
in store traffic in all departments. E. J. Korvett Co.'s usual
schedule with WHNB-TV that has proved to be successful:
Twenty-five I.D.'s throughout the day, Wednesday. Friday.
BEVERAGES
SPONSOR: Squirt (Varietj Club) VGENCY: Hadley Miller Adv.
Capsule case history: As part of a new consumer cam-
paign to attract those who had never used its soft drink
Squirt as a mixer with beverages, the Hadley A. Miller Ad-
vertising Agency of Toledo decided to try local spots within
the confines of The Jack Paar Show on WTOL-TV. The 12-
week campaign consisted of one 60-second spot, Monday
through Friday, for six weeks. This was alternated with a
20-second "reminder" spot each Thursday night every second i
week. WTOL-TV coupled this campaign with a good mer-
chandising campaign to back it up. and covered the Toledo
area with clever cards sent to retail outlets and taverns. Re-
sults: a 100% increase in sales since 1 May. In addition.!
the advertiser reported that Squirt distribution tripled
August, compared to the same period in 1959. Squirt
uses only WTOL-TV. and the Hadley A. Miller Advertising
Agency has now issued a contract renewal for 39 more weeks.l
WHNB-TV. New Britain-Hartford
Announcements WTOL-TV. Toledo
DEPARTMENT STORES
SPONSOR: Robert 0. Hess Co. AGENCY: Direct
Capsule case history: Robert 0. Hess, food broker in
Wheeling, had never used tv before, and his five-week cam-
paign on WTRF-TV to promote his "Ball" canning jars was
strictly an experiment. The second day of his campaign he
made a visit to some of the supermarkets distributing his
products to make a pitch for carrying the jars. In each place
the manager had already seen his spots and wanted to know
when the jars could be delivered. By the end of the week he
had contacted most of the stores and found that the jars had
been pre-sold to the managers in 90 r > of the outlets by the
advertising, e\en though he hadn't sent them an information
bulletin to back it up. But the spots were equally successful
in -tiling the consumer. Thousands of housewives in the
Wheeling area who had never done their own canning were
induced to try it after Beeing the commercial. It'll be a
record year for Hess, and now he is planning to use WTRF-
TV for other products he distributes in the Wheeling area.
WTRF-TV. Wheeling, Weal Va. tanooncementa
i;;
AUTOMOBILES
SPONSOR: Don Watson Pontiac AGENCY: Direct]
Capsule case history: Walt Casteletti, general manager ofl
Don Watson Pontiac of Clinton, New York, reports that PonJ
tiac sales are soaring in this area of the state since 14 Marclu
when Watson started using, as its main advertising medil
urn. WKTV. Casteletti himself goes on the air nightly, shovl
ing either a new or used car in a one-minute live announce!
ment. "It doesn't necessarily sell the car we're advertising."]
he says, "but it has built up more floor traffic than we've ev« r
known before. The big trick is keeping enough stock on hanJ
to sell." Using a late evening schedule, the dealer usuall;
gets immediate response, and has received calls
within two minutes after the finish of a commerci
though Don Watson Pontiac is located nine miles from Utic
the biggest percentage of customers drive in from Utic;
Cooperstown. Syracuse, and Rome. ''Our WKTV campaig
has been so successful we've sold out all our popular mode
and now have difficulty getting a new supply from factory
WKTV, Utica-Rome, Y Y. Announcemeii
SPONSOR • 3 OCTOBER 196"
Her usualil
at WKtJ .
tercial. Al ;
It's a.
habit.
in FRESNO
(California)
There's only one way to build the kind of viewer loyalty
KMJ-TV has — and that's with quality programming. Pro-
i gramming which presents a pleasing balance of top network
shows, excellent local productions, the best film library in-
cluding MGM releases and leading syndicated shows. For
every program category, Fresno area viewers tune to
KMJ-TV first and leave their dials set longest.
THE KATZ AGENCY, NATIONAL REPRESENTATIVE
KMJ-TV . . .
McCLATCHY
BROADCASTING
COMPANY
first TV station in
the Billion-Dollar
Valley
of the Bees
•0\S()K • 3 OCTOBER 1960
With buyers deluged by personal calls, SPONSOR ASKS:
Is it really worthwhile for
station men to visit
Nick Imbornone, timebuycr, McCann-
Erickson Advertising (U.S.A.), New York
Broadcast salesmen on the whole,
are well informed on markets they
represent. However, there definitely
is a place in the selling of broadcast
time for the visiting station man.
Aside from the information and
help he gives to his own representa-
A
Jf art h while
when they
bring us market
information
otherwise
unobtainable
tives, he can be of invaluable service
to broadcast buyers. Among the
services he could and should perform
are the following:
1. Market peculiarities — We must
all agree no two markets are alike.
Special marketing problems develop
during the year in individual markets
that only local people can properly
analyze and evaluate. It is in this
way, by talking to station people, that
a buyer can keep up with changing
markets without visiting them in per-
son.
2. Merchandising — Merchandising,
always a "plus" in any broadcast
schedule, is very difficult to "pin
down" at the representative level.
Local station people, who actually do
the merchandising, can give a broad-
er and clearer picture of the services
available to a client.
3. Availabilites — Local station
men are equipped with future end
dates of other accounts, both national
and local, and therefore can better
plan for improvement of announce-
ments, especially for the long-term
advertiser.
4. Competitive stations — Who is
better qualified to criticize or praise
tin competition in any given market
than the local station man himself?
Certainly no national representative
i~ full\ qualified at all times to judge
competitive stations in a given mar-
ket without personally being in the
market for a long period of time.
5. Ideas — Being close to the peo-
ple advertisers are trying to reach,
the local man can recommend ways
to substantially increase the effective-
ness of current and future advertis-
ing. These ideas can be in the form
of local personalities, special promo-
tions, store tie-ins and the use or
misuse of other media.
6. Trends — Trends in individual
markets occurs frequently, not only in
terms of station usage, but also in
terms of industrial and economic
changes. These trends are very diffi-
cult to foresee at the national level in
spite of the increased research mate-
rial available. The local man can
bring these trends to light and thus
help the account to plan for the future.
In conclusion, then, there is defi-
nitely a place and a need for the vis
iting station man in the agency busi
ness. The alert, progressive local
man will be in as often as his time
allows.
Anita Wasserman, timebuyer, Lau-
rence C. Gumbinner Advertising Agency,
New York
It certainly can be worthwhile if
the station man doesn't limit himself
to bare facts to which the buyer has
easy access, such as ratings, coverage,
power changes, etc., but places the
stress of his presentation on signifi-
Yes, with reps
first briefing
.station men
on buyer s
accounts
and needs
cant local trends in stations and the
market. This would be a profitable
visit for the station man and the
buyer !
A profitless visit is one in which
the station man launches into his
"numbers" but is reluctant to talk
about his programing, or one in which
he goes immediately into his fabu-
lous merchandising with which no
other station can compete. Also, sta-
tion men who skillfully duck hard
questions are not helping the buyer
much. "What does your local busi-
ness picture look like?" "Fantastic!"
"Any interesting changes in the mar-
ket or stations in the last couple of
months?" "No — we're still Number
1!" Faced with this unremitting wall
of superlatives, the buyer being no
Olympic hurdler, is quickly discour-
aged from clearing it. Another profit-
less visit? Maybe not, because the
"superlative" salesman has given the
alert buyer (correctly or not) the
impression that all is not well under
the slick umbrella he's spread over
his station.
Ours is such a fast-moving busi-
ness with new men in sales and
management posts calling on agen-
cies, that to make these visits really
profitable, reps should brief the sta-
tion man ahead of time on the ac-
counts and needs of the buyer he is
going to see. It follows, of course,
that communication should flow from
station to rep, too, so that neither one
is embarrassed or caught flat-footed
on basic discussion points that come
up in the visit. That happens too
often and gives the buyer the uncom-
fortable feeling that the two may not
be working together harmoniously,
that when the time comes to consider
this station, he may be missing out
on information or service. And it
wastes that precious commodity, time.
for both the busy agency buyer and
the station man.
If he comes to town well-armed
and doesn't frustrate us, as we've
mentioned above, the station man's
periodic calls can certainly be re-
warding and worthwhile for a buyer, i
Dorothy Classer, timebuyer, Kastor,
Hilton, Chester, Clifford & Atherton, Inc., j
New York
We in the agency business would
like the security and comfort of know- j
ing that all our decisions were based J
50
SPONSOR • 3 OCTOBER 196C
agencies?
on only the most scientific tools,
equal to those used in a laboratory.
That's why we clutch those Pulses,
Nielsens and slide rules so tightly.
But, just remember that without that
very necessary human angle in sell-
ing (and isn't that what we are all
concerned with) , we timebuyers could
be replaced by IBM machines. That's
why agency calls by station men are
so important. I bet I could yell out
a few call letters and complete station
images would come before the eyes of
each and every buyer. So, station
managers, since you stand for your
stations, make calls in New York, but
follow a few basic rules:
Bring several changes of clothes.
I Managers of independent stations
calling on buyers of teen-age accounts
should wear complete beatnik attire,
and I always expect managers of
Come — but
be sure to
impress me
with lots of
pictures of your
station tower
"good music" stations to show up in
top hat and tails. Network affiliates
and horn-rimmed glasses go together
for that stable effect.
And don't forget those two in-
valuable pieces of luggage — the at-
tache case and the tape recorder. The
first should be impressively worn to
give the feeling of how hard-working
and well-traveled you are. And, it
must be well-stuffed, preferably with
[pictures of your new stations (and
|how much they cost to build) and
tower (the "highest" tv tower ever,
[of course).
I Don't forget a program schedule —
even if it has to be printed espe-
cially for the trip, and an assortment
|of rating books is invaluable. As for
(the tape recorder, know your buyer
{before you turn it on. Nothing can
Hjiave a more devastating effect than
{Please turn to page 62)
I SPONSOR • 3 OCTOBER 1960
How Come CHANNEL 10
Stays Perennially On Top in
the Rich Rochester N. Y. Area?
COULD BE BECAUSE: -
we have the POWER
Yes, thanks to our new 316 KW (maximum power)
transmitter, we now speak to more than a million
Western New Yorkers with a stronger voice— look
at them with a brighter eye! Our primary
coverage area is considerably extended!
we have the SHOWS
We offer our viewers the very finest programs of two
major networks — CBS and ABC— a galaxy of great
stars in a brilliant host of new shows and old favorite
We also offer News- Weather-Sports, complete and
accurate, twice nightly at 6:30 and 11:00 P.M.— plus
many other fine, live local shows, and the great
MGM movies.
we have the KNOW-HOW
Not only do we possess the technical know-how
that guarantees best-quality production, but being
Rochester-owned, we understand the wants and
whimsies of the people of this area, give them
what they want, know how to promote our station
and our programs in the most effective manner.
we have the FACILITIES
Now that we have the very latest in Videotape, our
facilities, both in equipment and personnel, leave
nothing to be desired. Our well-trained engineers and
production staffs welcome the constant challenge of
handling live shows and live commercials in truly
expert fashion.
Q%>
we have the WILL
Perhaps our BEST quality is our ceaseless w
please.' We are intensely proud of our consist
leadership in Rochester, and we are determi
to maintain it!
Adequate power, top-notch programming, expert know-how.
modern facilities and the resolve to please and satisfy— every
one of these things is essential to a successful television station —
and these are the things that attract and hold our
ever-increasing number of sponsors.
CHANNEL lO
(WVET-TV • WHEC-TV) CBS BASIC • ABC AFFILIATE
THE BOLLING CO. INC. • NATIONAL REPRESENTATIVES
LOWELL
THOMAS
For the sixth successive year Lowell
Thomas is on CBS Radio for General
Motors. World traveler, explorer, lec-
turer, author, his first-hand knowl-
edge of people and places gives his
newscasts special color and authority.
And his long-term association with a
single company points up the cumu-
lative advantage of sponsoring an out-
standing personality year after year.
In all radio Lowell Thomas-and his
colleagues-are the kind of company
youkeeP ONLY
ON CBS
RADIO
ABC TV 'SHORTIES'
[Continued from page 33 i
ABC's new wa\ of selling daytime
tv. as it now stands, will perpetrate
serious inroads on spot business. Too
main variables are involved. You'd
have to have an advertiser with more
than three non-competitive brands,
at least two of which lend themselves
to a sales message of less than a
minute.
And. if such an advertiser exists
and currently is in spot tv. he's there
for a reason. As Compton's media
v.p. Frank Kemp puts it. ''Network
gives vou simple, blanket national
coverage: if you want something
else you go into spot." So if the
advertiser is in spot, chances are he
wants to vary his frequency from
one market to the next, and would
not be likely to give up that objective
because he can now get some of his
lower-budgeted brands on network —
unless relative cost-per-1.000 made
it extremely attractive, runs the rea-
soning.
"This is not a war between net-
work and spot, emphasizes ABC's
Bleier. "If Minipoo and Rem. for
instance, could not divide up the
shorter commercials they wouldn t
switch to spot, but rather would have
to settle for half as many network
commercials. Deciding between net-
work and spot isn't a simple matter
of budget size; distribution is the
issue. Spot is for uneven weight, as
to frequency and choice of markets:
network is for even, national cover-
age.'"
Should ABC elect to scatter the
shortened commercials, as many fear,
it might be another story. That plus
the sale of regional networks would,
many think, really begin to look like
competition with spot. And there
is considerable concern among sta-
tions over the handling of brand
protection should the shorter commer-
cials get scattered. Considerable diffi-
cultj alreadv has been encountered
along these lines due to the scattering
of 60-second commercials I see "Spon-
sor-Scope." 19 September).
Otherwise, the <>\erriding issue in-
volving the ABC plan as it now stands
seems to be over-commercialization.
In other words, how many breaks in
the flow of daytime programing will
the audience tolerate? ^
RADIO NEWS
{Continued from page 38)
lieves, as it stated in the opening
article on "Radio's Big New Burst
of Creativity, that what is happen-
ing in radio today, is the most chal-
lenging development that any major
communication and advertising me-
dium has known for years.
The radio industry, rebounding
after the first stunned shock of tv's
onslaughts and a convalescent period
of "formula operations"' is now dis-
placing an astonishing degree of vi-
tality and originality in every phase
of programing.
Music, news, community affairs,
all-talk programs, and the potent new
weapon of station editorializing are
all figuring in radio's "creative ren-
aissance." and in each of these areas
scores of stations are coming up with
new. more effective treatment.
To radio men themselves this "bat-
tle of ideas" means longer hours,
harder work, a fiercer fight for com-
petitive programing advantages.
To advertisers and agencies, it has
an equally profound significance. Ra-
dio's drive for greater program crea-
tivity is making it more meaningful,
more needed, more important to its
audience. And this factor of "edito-
rial vitality" is enhancing its value as
an advertising vehicle at the expense
of the slow-footed, stodgier media.
In this five-part series on "Radio's
Big New Burst of Creativity" the edi-
tors of sponsor have been able to
present only a few of the hundreds of
examples of radio"* creative power.
SPONSOR is now planning to publish
early in 1961 a greatly expanded
study, in book form, of radio's cre-
ative revolution.
Questionnaires are now being pre-
pared and will be sent to all U. S.
radio stations, seeking in-depth facts
on their programing operations.
The sponsor study will also in-
clude examples of the new creative-
ness that is fast emerging in radio
selling and radio commercials, as
well as factual background on radio's
reach and coverage.
sponsor believes that this new
studv will give the industry the most
complete picture of radio's power that
has ever been assembled, and wel-
comes suggestions and contributions
from broadcasters and advertisers
evervwhere.
SPONSOR • 3 OCTOBER 1960
>60 i
RATINGS
[Continued from page 35)
Records" for local tv and radio sta-
tions with a rundown on how local
merchants — presumably experts in the
market — are spending their money.
He suggested, too, that the local sta-
tion or representative provide cumula-
tive figures, which he terms "good
sales-making ammunition.'"
He contends that cume figures
"deal more in a specific, in the house-
hold net coverage of an actual num-
ber reached rather than set counts,
which represent only the potential au-
dience or ratings which are mainly a
yardstick of cost efficiency."" Com-
menting on the mountain of broad-
cast research, Matthews noted, "The
print boys have sold circulation while
broadcast is trying to evaluate it.
This places broadcast at a handicap."
Another difference cited by Mat-
thews: "In broadcast you don't have
a stable product. It varies from sea-
son to season, day to day, changes of
scheduling to changes of scheduling.
Publications have a fairly stable cir-
culation, particularly where subscrip-
tion is concerned."'
He was one of the spokesmen most
concerned about agency-client "con-
trol" in ratings research. "I feel very
strongly that agencies and advertisers
and the industry itself have put them-
selves in a questionable position in
allowing private research organiza-
tions to determine the ways in which
they're to receive information about
what they are most concerned with:
the scope and nature of the circula-
tion of the medium."
But Bumstead noted: "In order for
us to take charge of directing how
the rating services run their tech-
niques, advertisers and agencies will
have to pay the lion's share of the
cost of these services rather than as
at present when media usually pay
the largest proportion of expense and
sometimes influence the result."
Discussing duplication of ratings
services, Richfield of EWRR said
the uses one service and doesn't think
jit necessary "to subscribe to all that
;are available. And it's a downright
(waste of money."'
i The admen discussed their own
(policies of subscribing to one or more
ratings services, as well as the attend-
ant discrepancies. But they seemed to
igree that each service points out
'rends and general directions, even
SPONSOR • 3 OCTOBER 1960
though the actual figures may be dif-
ferent, that can he weighted to form
the basis of buying conclusions.
Les Towne argued strongly in be-
half of the small sample on which
ratings are based. "If research com-
panies were to raise the sample size,
more people would feel that ratings
are even more valid and we'd have
more slide rule buving." No one, he
said, thinks ratings are the one and
only standard. Richfield felt the prob-
ability technique "is fundamentally
correct and worthwhile, as accurate
as a random sampling can be."
Greig came out strong for radio,
asserting. "Currently, surveys sell the
radio industry very, very short." He
wants duplication facts on radio to
determine the reach potential. "Ad-
vertisers don't want to know they'll
miss 60 r i of the homes in a market
if they use only one radio station.
They must know how many stations
are required to reach 909? of the
market. Then it is possible to make
a comparison of costs, which could
result in a budget for radio."
Greig adds: "If you just measure
homes, radio's going to look bad in
relation to tv. But if you measure all
the places that radios are you have
about four times as many radios as
tv sets."
Most of the men were concerned
with the frequency of rating projec-
tion, in which media representatives,
particularly, project an isolated rating
bevond reasonable limits.
Commented Greig: "Projecting a
rating outside the area in which it
was made is done so often it's very
shocking." The group cautioned
media people to remember there are
station-to-station and region-to-region
differences, and that an established
rating or tune-in pattern in one lo-
calitv is more often than not not typi-
cal of other stations or areas.
Matthews summarized the point of
ratings: "A rating service should be
used as a relative circulation meas-
urement. It should not be considered
the answer to questions of advertising
effectiveness, of the strength or ap-
propriateness of the medium for a
product purpose. Nor should it be
used as a system of mathematics by
which we determine whether we're
getting values in c.p.m." Added Rich-
field: "It's no longer possible to
achieve a rating that is far better
than someone's else's. Things have
leveled out." ^
IlTlitl-
JJ
mwwm
A legend in his own time. A per-
sonality without peer. Philosopher,
story teller, news maker, catalyst,
he brings to each listener an imme-
diate sense of personal participa-
tion. As if that weren't enough, he
just happens to be the greatest
salesman in broadcasting history.
In all radio , Godfrey is the kind of
company you keep . . .
raur
©SI BIS
MI
Far -Reaching!
unless we find a way
to jam this
unauthorized broadcast
Meanwhile, I suppose
I'll have to watch it.
Everyone is impressed by the
fast, accurate and complete news
coverage on 6. Teamed with
NBC, we make a combination
that spells "Good News" for ad-
vertisers, too.
Your Weed TV man has all
the facts.
WCSH-TV
6
NBC for
PORTLAND
MAINE
MAINE BROADCASTING SYSTEM
WCSH-TV 6, Portland WLBZ-TV 2, Bangor
WCSH Radio, Portland
WLBZ Radio, Bangor WRDO Radio, Augusta
ROCKS, POSIES
I Continued from page 39)
their advertising is working. Except
for test items, most seem to agree
with one man who said, "You really
can't prove anything in advertising."
By far the most outstanding result
of this study, Lawton said, is the
identification of a widespread, deep-
ly entrenched, and sometimes deeply
felt attitude that salesmen almost
never have an idea to sell, do not un-
derstand the businesses to which they
are trying to sell time, and are not
sufficiently sensitive to the personali-
ties of the people to whom they are
trying to sell. There was even a ques-
tion raised as to whether radio and
television "are suited to ideas tailor-
made for specific businesses."
Some interviewees felt the sales-
men are never creative, but "their job
is only to keep relations with the sta-
tion open," while others said, "It is
the duty of the salesman to know his
clients' business well enough to sug-
gest something sensible."
The most frequent spontaneous
comment made by advertisers had to
do with the lack of good sales ideas
on the part of the salesmen. When
salesmen or stations get a reputa-
tion for bringing in sound ideas, they
are remembered, and praised.
Agencies are not in full agreement
as to how much the salesman needs to
know about the client. "I don't want
ideas. That's the agency's job," said
one adman. The term "idea" was
generally meant as something that
was directly related to the salesman's
specific store, product, or audiences.
Lawton's report is based on inter-
views with merchants or advertising
managers in 108 places of business
and 16 people in 12 advertising agen-
cies in Oklahoma Citv. The agencies
represent approximately 135 broad-
cast clients. The advertisers repre-
sent more than 300 retail outlets. A
pilot study in Norman. Okla., pre-
ceded the interviews in Oklahoma
City.
Lawton suggests to stations in his
preface: "If vou read this report only
as a collection of interesting anec-
dotes and quotations, vou will have
missed the point ... if you read it
thinking. 'Does it apply to us?' then
you can profit from the report." He
also tells stations, "I presume neither
to interpret, nor to recommend. Each
station must interpret for itself and
find its own recommendations.'" ^
RAYMOND'S
I Continued from page 40)
and in April, 1960, it signed a 52-
week contract for the Sunday news
spots. To this was added four Satur-
day evening newscasts, beginning last
July, which run through next April.
Newspapers continue as Raymond's
major medium, but radio's perform-
ance has won staunch friends among
store officials who once turned a deaf
ear to it. The feeling there now is
that most additional monies appropri-
ated for advertising will go to radio.
Fur buyer Harold Sussman had
seen radio work for retailers in Chi-
cago and was curious to see what
would happen in Boston. With the
help of his sales force he kept track
of customer comment on how they
learned of a $199 mink stole sale. He
calculated that radio was responsible
for bringing in approximately 50%
of the customers. He then insisted on
running a similar sale two weeks lat-
er, despite warnings that it was too
soon after the initial sale. Previous
experience had shown that sales re-
peated after so short a time were not
successful — when advertised only by
newspapers. This time, with a boost
from radio, the second sale got the
same heartening results as the first.
Raymond's major radio buy was
preceded by a presentation by Mel
Goldberg, research director for West-
inghouse Broadcasting Corp., owner
of WBZ. It included a run-down on
newspaper and radio advantages and
disadvantages, and described how the
two media could complement one an-
other and thus serve Raymond's pur-
poses most effectively.
The presentation asserted that
newspaper advertising informs peo-
ple on price, place of purchase, prod-
uct specifications, with words and
pictures, bringing about minimal
emotional involvement. It said that
radio seems to involve people through
use of humor, music and friendliness.
For these reasons, the presentation
recommended that Raymond's allo-
cate a portion of its ad budget to ra-
dio, thus presenting an audio image
of the newspapers visual image.
The recommendation was followed
and. says Edgar Emery, v.p. of the
store's agency. Campbell. Emery.
Haughey & Lutkins. "Week after
week. Raymonds has reported a sub-
stantial sales increase in departments
advertised on the newscasts. Custo-
mers specifically mention WBZ." ^
SPONSOR • 3 OCTOBER 1960
)ut-of-doors or indoors, the perfect partner for those who prefer the extraordinary ... a "Metropolitan"
)ersonality like each member of our media family. . .Television, Radio and Outdoor- Advertising.
METROPOLITAN BROADCASTING CORPORATION
205 East 67 th Street, New York tt, I
1\ STATIONS: WNEW-TV, New York: WTTG, Washington, D.C.: WTVH. Peoria/111.: KoVR. Stockton-Sacramento/Calif.
RADIO STATIONS: WNEW, New York; WIP, Philadelphia: WHK. Cleveland
s
^
0)
Q.
5^
cd
fc»o
*c
c
.c:
M
id
-5?
-£?
&
l!
5
#
-3
§5
q:' /
What's happening in U. S. Government
that affects sponsors, agencies, stations
#» WASHINGTON WEEK
3 OCTOBER I960 The Senate Commerce Committee will have many questions about broadcast-
copyright i960 ing when the new Congress resumes. The House Legislative Oversight subcommit-
sponsor tee, on the other hand, may or may not be reestablished.
publications inc. The elections hold the key to that group.
The subcommittee never did get down to the work for which it was established over three
years ago. Lost in the headlines about politicians with hands in the gravy bowl and alleged
misdeeds in the broadcasting industry was the original goal of finding out whether the fed-
eral regulatory agencies have been administering the laws in line with Congressional
intent.
A Senate subcommittee under Sen. Carroll also made a stab in this direction, but wound
up doing nothing at all after a Carroll bill lumping lawmakers with all others forbidden to
contact commissioners off-the-record got tossed into the junk pile.
Again, depending on the outcome of the election, there is a strong possibility that some
other Congressional group will want to take a look at the way the agencies are interpreting
the law.
For the FCC, this would mean a hard look at the criteria used in choosing be-
tween applicants vying for the same channel or frequency, control or lack of control over
programing, etc.
It will be the Senate Commerce Committee, which has never accused an agen-
cy or an industry with malpractice, which will be providing most of the pressure on
the FCC.
Year after vear since 1954 this committee has been inquiring of the Commission about
getting more tv channel assignments. It will want some answers early in the next ses-
sion of Congress.
The Commission will have no answers on tv allocations for a while, but it will likely be
in a position to report that the New York City test of uhf is proceeding in a satisfactory
manner.
It shouldn't be too long, either, before the FCC tells what it plans to do during the esti-
mated two years before the uhf test is over. Deadline for pro and con filings on the "drop in"
idea was 30 September. This would put new vhf stations in up to 21 of the top 100 markets
which currently have fewer than 3 stations each.
The FCC will have new license renewal application forms ready for the new
Congress, in case it is asked what it is doing about programing.
The Commission will be somewhat farther along on the clear channel proceedings, the
radio version of an allocations problem.
With much trembling the Commission will have taken some action on the complicated
transaction which would put NBC into Boston instead of Philadelphia and into San Francisco
instead of Washington.
The Commission knows the courts are already looking over its shoulders on this one, and
it is just as sure that voices will be raised in Congress. This could be one of its touchiest
issues in a long time.
Further, the Hartford pay-tv application could set Rep. Oren Harris on the Congression-
al warpath once again, as theatre owners fight pay-tv either by cable or by air.
That the FCC will restate its position in favor of a law requiring all tv sets to
receive all channels is pretty certain.
SPONSOR • 3 OCTOBER 1960
57
Significant news, trends in
• Film • Syndication
• Tape • Commercials
FILM-SCOPE
3 OCTOBER I960
Copyright I960
SPONSOR
PUBLICATIONS INC.
Those post-1948 pictures, only recently freed of union obstacles to tv distribution,
now have their first full-scale law suit on their hands.
So far the only distributor involved is Seven Arts, a new company formed by Eliot Hy-
man and other veterans of the old AAP distribution house.
Triangle Stations complained they had been guaranteed exclusives from AAP in their
markets for post-1949 Warner Bros, features at $4,000 a picture.
Seven Arts — which Triangle claims was set up to evade the AAP option — is
asking $15,000 a picture plus 15% for color rights for these pictures.
This week Triangle got a New York Supreme Court stay restraining Seven Arts in the
Triangle markets.
Meanwhile Triangle lost its suit against C&C Films, also on a feature film question:
Triangle had to pay C&C $44,000 it had withheld from the distributor on a delivery issue
over a group of RKO feature films.
The Triangle stations, involved in both suits, are WFIL-TV, Philadelphia: WNBF-
TV, Binghamton; WLYH-TV, Lebanon: WFBG-TV, Altoona-Johnstown: WXHC-TV, New
Haven, and KFRE-TV, Fresno.
Seven Arts Productions were briefly known as Creative Telefilm and Artists
after Eliot Hyman left the UA group: AAP was known as UAA for a time.
Take it from NBC TV that CNP's Lawless Years will definitely be back on its
schedule this season.
NBC TV ordered 26 new episodes of the series and will slot them in January.
Nobody was more startled than Rheingold, WCBS-TV. New York, and CBS
Films by the premiere ratings of their Brothers Brannagan on 24 September.
New York is a tough syndication market, and hence the show's remarkable 20.3 Ar-
bitron came as complete surprise: the next two contenders. Lock Up on WNBC-TV and Su-
perman on WPIX, only scored 9.5 each.
One explanation was that Brothers Brannagan at 7 p.m. was back-to-back with Perry
Mason on CBS TV and caught the early tuners-in via similar programing.
It looks now like Colgate will back out of its proposed deal for 21 Beacon St.
The idea, via McCann-Erickson. was to cover 50 markets with re-runs of the Filmways
series. (See FILM-SCOPE, 26 September.)
The clicking-off of additional markets for syndicated shows already on sale could be
heard distinctly this week.
ITC's Best of the Post reached 107 markets and Ziv-UA's Lock Up reached a total of
191 cities in its second year.
Latest sales were these:
• Best of the Post added RCA distributor Collins in three Kentucky markets. Kentucky
Utilities, and Union National Bank of Arkansas: also. California-Oregon Power and Miles
Labs put on additional markets.
• Lock Up signed R. J. Revnolds. Italian Swiss wine, and Pioneer Hi-Bred Corn Co. (For
details on both shows, see FILM WRAP-UP, p. 72.)
SPONSOR • 3 OCTOBER 1960
-
FILM-SCOPE continued
The syndicators are sitting with frozen faces for what's one of the longest dou-
ble-takes on record: they still haven't really reacted to the FCC option time ruling.
The problem: if syndicators galvanize themselves into action and start getting product
ready for a forthcoming abundance of time periods, they may suddenly again find them-
selves with a unmarketable surplus.
To glut the market with film again after two so-so seasons could only result in tum-
bling prices downward — the last thing film men want.
But by watching and waiting, film men are hoping that demand will puff up to the
point off a product shortage and a seller's market again.
Incidentally, the half -hour syndicators aren't the only ones acting aloof: station men
are behaving in equally frigid fashion to overtures of post-1948 feature film dis-
tributors.
It's the same question of supply and demand : asking prices for the new pictures are con-
siderably ahead of pre-1948 levels, and bv holding off manv stations are expecting post-
1948 feature film prices to descend while they make up their minds.
The distributors sav that the stations are chafing at the bit to get at new pictures: but
stations assert the features market is still in a general slump and bv waiting a little longer
thev'll be able to do business more on their own terms.
A syndicated show doesn't have to be among the top 10 or top 25 to be a good
investment because the ratings gap between the top- and lesser-ranked shows is
often very small.
In Pulse's four-month weighted averages (January to April 1960) there was only a two-
point gap between the 10th and 25th ranked shows. I See FILM-SCOPE. 29 August.)
Here, in shows ranked 26th to 50th. the last show on the list was only 3.4 points awav
from the top 25 and 5.4 points below the top ten. 40 shows higher on the listing.
RANK SHOW & DISTRIBUTOR
26. Whirlvbirds I CBS Films)
27. Bozo the Clown ( Jayark)
Trackdown (CBS Films)
29. Brave Stallion (ITC)
30. Man Without a Gun I XT A I
San Frncisco Beat (CBS)
32. Cisco Kid (Ziv-UA)
Sheriff of Cochise (NTA)
34. Jim Bowie (ABC Films)
Not For Hire (CNP)
Vikings (Ziv-UA)
37. Highwav Patrol I Ziv-UA)
Jeff's Collie (TTC)
Little Rascals (Interstate)
Looney Tunes (UAA)
41. Honeymooners (CBS Films)
42. Cannonball (ITC)
Deadline I Flamingo)
Roy Rogers (Rogers Synd.)
How to Marry a M"aire (NTA
46. This Is Alice i \T Vi
47. Mr. District Attorney fZlv)
N. Y. Confidential (ITC
49. LifeofRilev (CNP)
50. Decov l Official I
RATI NX
kUDIENCE
COMPC
SITION*
M
w
T
C
TOTAL
11.0
64
68
17
87
236
10.5
33
41
16
112
202
10.5
71
75
18
68
232
10.1
54
58
16
89
217
9.8
83
89
16
22
210
9.8
82
91
16
27
216
9.7
39
46
15
95
195
0.7
74
77
17
68
236
9.4
67
69
17
79
232
9.4
82
93
15
19
209
9.4
67
75
15
77
234
9.1
78
85
15
33
211
9.1
55
59
17
95
226
9.1
43
61
17
101
222
9.1
14
41
15
112
182
8.9
73
78
17
82
250
8.7
72
79
18
68
237
8.7
82
91
15
35
223
8.7
41
43
13
03
190
i) 8.7
75
79
17
63
234
8.5
69
7Q
16
65
229
8.2
41
68
15
77
201
8.2
83
89
12
11
105
7.8
34
65
16
79
194
7.7
82
93
15
31
221
*Per 100 homes
• 3 OCTOBER 1960
PUBLICATIONS INC.
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
The succession of presidents at Colgate (E. H. Little to G. H. Lesh), people at
copyright i960 its agencies feel, has created somewhat of a question mark as to who is actually
sponsop carrying the air media ball, or a general hesitation on how to proceed.
To put it in baseball terms: just wbo is it on first base, second base and third base and
how do you get to the home plate?
It's amazing how one network consistently outbedazzles another network when
it comes to presenting its air talent at special trade occasions, such as dinners, etc.
The likely reason: the network that does the job up brown usually plans for it long in
advance and assigns to the task a showman-producer who has specialized in this sort of thing.
You've been around the business a long, long time if you can recall when:
• Stations had manned mikes at train stops to interview agency people and others
bound for an NAB convention.
• When ex-N. Y. Governor Al Smith, Jock Whitney, ex-Pepsi-Cola president Walter
Mack and George B. Storer were at various periods lessee-operators of WMCA, N.Y.
• The Lux Radio Theatre was given a tryout on WGN, Chicago.
• Union Insurance's Roses and Drums dressed its radio actors up in Civil War uni-
forms and crinolines to make the show more conducive for the studio audience.
• The soap opera actor scale was $15 for performance and $7.50 for rehearsal.
• There were two sponsored minstrel shows: Sinclair Minstrels out of Chicago and
Dutch Masters Minstrels out of New York.
• Network artists bureaus kept for themselves as much as a half or two-thirds of
what they collected for a performer from a sponsor.
• Radio was sold without sales promotion pieces based on studies by some stripe
of social scientist.
• You could count the v.p.'s at any network on the fingers of one hand.
Even the fabulously successful P&G has had plenty of missouts in its efforts
with new products on the market.
Among the failures: Whirl, a liquid shortening; Wondra, a cold cream and soap; Teel,
a liquid dentifrice; Secret, a permanent wave; Ivory Shaving Cream.
Present problem area: peanut butter.
A tv network salesman, who's a comparative newcomer to the business, learned a les-
son in restraint in the matter of competitive selling.
He was pitching to an executive in a upper-rung Madison Avenue agency and in the midst
of his sharp critique of spot, his auditor stopped him with this rebuke:
"You forget that not only the organization you work for is in the spot busi-
ness through its o&o stations, but a substantial part of our tv billings is in spot. If
whal you say against spot is right, we've been misleading our clients for a long time."
SPONSOR • 3 OCTOBER 1960
A copywriter is questioning a WMAL-TV executive.
STEPPED
UP
CAMPAIGN
Copywriter: "You say that station C was 27 steps
(their steps) ahead of us when we began pursuit."
Exec: "That's right."
"And they take eight steps to our five."
"True."
"Then how on earth did we catch them?"
"Bigger steps.* Two of our steps equal five of 'CY.
Your experience with those puzzle ads should enable
you to compute exactly how many steps we took to
catch them. In fact, you might be able to make an
ad from this."
Our copywriter produces the correct mathematical solu-
tion. Duplicate his feat and win a copy of Dudeney's
"Amusements in Mathematics" — Dover Publications,
Inc., N. Y. Repeat winners will receive an unre-
pealed prize.
* First-rate local personalities, first-run movies, ABC pro-
graming and a number of other big WMAL-TV steps that
an H-R representative will be happy to discuss.
wmel-tv
Washington, D. C.
An Evening Star Station, represented by H-R Television, Inc.
Filiated with WMAL and WMAL-FM, Washington, D. C; WSVA-TV and WSVA, Harrisonburg, Va.
SPONSOR • 3 OCTOBER 1960 61
COMPUTERS
i Continued from jhil'
the morning? Y&R's Campman an-
swered for himself and his counter-
parts M No! M Tnere will be a sav-
in:: in personnel in the areas of esti-
mating contracts and forwarding, he
said, "but there will always be more
to buying than the slide rule, or even
the I nivac."
\nd even the I nivac "agrees."
Perhaps some da\ in the future, theo-
rized Y\R when introducing its
Remington Rand set-up. the computer
ma\ be a self-contained "thinking
mac bine."" But even the largest model
new made, ''as complex and broadly
useful as it is. can"t theorize, use in-
dependent judgment, or use intuition
to arrive at a conclusion.
"All these machines can do is to
utilize and combine data which have
been carefully broken down for them
into a special code . . . the com-
puter'? 'language.* This painstaking
breakdown of facts and figures into
it- tiny components, which makes up
the language, is called programing.
"The only practical thinking ma-
chine now in existence is still the hu-
man brain."" ^
SPONSOR ASKS
i Continued from page 51 I
a smooth suave voice coming out <>f
that machine when the product is
beamed at the cracker barrel crowd.
With this handv guide and your
diners club card you'll wow "em on
the avenue!
Kathyrn Broman, director of uomen's
activities, WIT LP, Springfield, Mass.
Not only do I think that visits by-
station management are a must for
solidifying relations with the ad agen-
cies, but I feel it is just as important
for station personalities to take some
time off from their radio or tv jobs
to meet these people at agencies and
give them a chance to get a first hand
idea of how the personalities that
may be doing their commercials look,
act and handle themselves.
A lot of agency people seem to
To All Members of the
BROADCAST PIONEERS
New York City — Philadelphia Chapters
you and your friends
are cordially invited to attend a
Gala Evening
Entertainment
Prizes
Surprises
at
Savoy-Hilton Hotel 59th St.-Fifth Avenue
Crystal Suite
Tuesday — October 4th
Cocktails at 6
DON'T MISS THIS FIRST BI-CHAPTER GALA
EVENING WITH YOUR FELLOW PIONEERS.
Price. i8.00 per ticket (including full course
dinner, entertainment, gratuities and tax)
For Reservations, phone M. H. Shapiro Plaza 9-1500
think that because the personality is
not from New 1 ork he is liable to
botch up a commercial or he might
not be suited for the commercial
product lor which the agencv is buy-
ing time. However, \>hen the agency
people get a chance to meet the per-
sonalities, talk to them and discuss
the type of program, audience and
general market make-up they serve,
most of their suspicions disappear.
The visit to an ad agency by a sta-
tion personality I think should be
standard operating procedure at least
two or three times a vear. Not onl]
does a personal visit give the person-
ality a chance to give a solid pitch
for his or her own program but it
also is a tremendous opportunity to
sell the station as a whole.
I know on several occasions I have
gone to visit agencies in New York
primarily to make a pitch for my own
program on X^ ^ LP. and have run
across the situation where the agencv
timebuyer has a product that was not
suited for my show. But after discus-
sing the various shows on \^ \^ LP I
was able to come away with the or-
der for another show on the station.
Another fallacv that I would like to
punch full of holes is the oft-repeated
grumble that the agency people don't
have enough time to see station peo-
ple or personalities, or that the\
wouldn't be welcome. I've found that
the exact opposite is tru-
people are delighted to meet ^ith per-
sonalities despite their heavy sched-
ules and I have never received a
"brush-off"' routine. They have been
exceptionally gracious and have been
more than pleased to learn more
about the market, other personalities
and the general make-up of the sta-
tions in the areas in which they are
using campaigns.
The proof of these personal visits
is in the orders that come through.
On the first trip I made to visit agen-
cies I came back with four orders.
And I have never yet made a visit to
the agencies without coming back
\\ith some orders.
I try to make a trip to \ i~it the
agencv people at least twice a year,
and in the future I hope I can do it
more often. I think that every sta-
tion should make it a point that its
personalities be given a chance to
meet timebuyers at agencies with
either the station representatives or
the station management when they
make their regular visits. ^
SPONSOR • 3 OCTOBER 1960
• • • in the San Antonio report
WOAI-TV
dominates every category!
ADVERTISERS
NEWS & IDEA
WRAP-UP
'LITTLE MISS PEACOCK,' wi
gets bussed by Carole A. Melan
contest judges. Five-year-old gl
r of WINS (N.Y.) contest for prettiest little girl in WINSIand,
■ (I) and llene Jones, models of Foster-Ferguson Talent Agcy.,
) Nancy Winkler, hails from Brooklyn
SIMULTANEOUS EQUAL TIME is what both part
ies are getting in new Advertising Council
tv spots aimed at stepping up contributions to candid
te and party campaigns. Shown here during
recent shooting of film in Wash., D. C. (l-r): Gordo
Kinnery, radio tv dir., Adv. Council; Sen.
Thruston B. Morton; Sen. Henry M. Jackson; Al
an M. Wilson, v. p. Advertising Council
The Allen B. Wrisley Co. (Peitsh-
er, Janda) is readying a tv tesl
for a new toiletry product, kiddie
bubble bath in three markets:
Columbus, Syracuse, and Phoe-
Campaigns : Buick, General Motors
I McCann-Erickson I to introduce its
1961 line via the Bob Hope Buick
Show, NBC. and a pre-announcemenl
radio schedule in kev markets . .
General Foods, I Benton & Bowles I
to introduce Instant Yuban in tl«
Dallas area with a multiple spot t\
campaign . . . Whitehouse Foods
refrigerated dressings I McNeill. Mc
Cleary & Cochran I taking a 13-weel
saturation flight on KABC Radio, L. A
Personnel moves: Thomas R
Smith to General Food Post division
White Plains, N. Y.. as assistant mar
ket research manaser . . . Bernarti
TELETHON for Variety Club Charitie:
raised over $100,000 thanks to KDKA-TV
Pittsburgh. Participating performers (l-r)
Roscoe 'Hennesey' Karns; Clayton 'The Lon«
Ranger' Moore; Shirley 'My Sister Eileen
Bonne; and Raymond 'Perry Mason' Bun
is¥'d!i
WANT TO TRAP A SPONSOR? Rube Gold
berg (r) tells Trans-Lux Tv's Richard Brandt
(I), pres., Richard Carlton, v.p. sales, how
with his latest invention. It's part of Trans-Lux':
new 'Rube Goldberg's Inventions' series
SPONSOR • 3 OCTOBER 196C
troldberg elected v. p. in charge of
advertising, Schenley Import Co.
Vew company: The Jerry Fran-
ten Company, advertising and pub-
ic relations. Office location: Holly-
wood, and New York City.
AGENCIES
„aRoche is back in the toiletry
ield: via 75% of the Lanolin
'lus account, recently resigned
»y EW-R&R.
The LP advertising runs between
*3.5-4 million with most of its tv tied
1 with barter.
LaRoche's share of the Lanolin
'lus roster includes: Wash V Curl.
Cash V Tint, Lanolin Plus Liquid.
Daniels & Charles takes on Rybutol,
nd Color Plus, and Nail Strengthen-
Enamel now being tested. This
j aakes up for LaRoche about as much
* it lost by quitting Revlon.
Agency appointments: The Gold
Seal Vineyards to Kastor, Hilton,
Chesley, Clifford & Atherton . . .
Warner-Lambert to Lambert &
Feasley for Sloan's Liniment and
Sloan's Balm . . . Overseas Commodex
Corp. to Lambert & Feasley . . .
The Lawson Milk Co. to Wyse Ad-
vertising, Cleveland . . . Schorn
Paint Manufacturing Co. (div. Na-
tional Lead I to McCann-Erickson,
Seattle office.
Admen on the move: Gary W.
Harm promoted to media director.
Karker-Peterson. Minneapolis . . .
A. E. Staley HI resigned as v. p. and
account supervisor, Dancer-Fitzger-
ald-Sample to Arthur Meyerhoff As-
sociates, Chicago, as marketing direc-
tor .. . Gordon F. Buck from Foote.
Cone. & Belding to Aubrey, Finlay.
Marley & Hodgson. Chicago, as busi-
ness manager . . . James Blair from
TelePrompTer Corp. N. Y. to Detroit
office, N. W. Aver as service repre-
sentative . . . John F. White Jr.
from McCann-Erickson to Grant as
account supervisor . . . Ed. A. Leary
from Perrin-Paus, Chicago, to Grant
as account supervisor . . . Nelle Bell
to Harris & Weinstein Associates, At-
lanta, as media buyer.
More admen on the move : Duncan
John Angier to copy staff, Adams &
Keyes . . . Evelyn Waldman from Ed-
ward H. Weiss to Tatham-Laird, Chi-
cago, as senior marketing research
analyst . . . Cherie Lee and Jack
Wallace appointed associate creative
directors, McCann-Erickson, Chicago
. . . Harold Balk from L. C. Gum-
binner to Guild. Bascom & Bonfigli,
N . i . as account executive . . . Ken-
neth M. Spence from Norman, Craig
& Kummel to Chirurg & Cairns as ac-
count executive.
Agency additions : Robert Savage,
James Fisher and John Thomas to
Ogilvy. Benson & Mather as account
executives.
Thev were named '
.*s: August
,<AIDEN VOYAGE for 65-foot KHJ-TV (LA.) yacht cons
day trips up the Hudson for N.Y. agency and ad people
MONKEYING AROUND is penalty KEX (Portland, Ore.) d.j. Lee
Smith must suffer for losing Zoo Railway d.j. money-raising contest.
All through the show other KEX d.j.'s threw peanuts at Smith
65
CLEVEREST ADVERTISING INVENTION
SINCE TELEVI!
Here's how to get a sneak preview
of the new 5-minute "Sidesplitters"
by the world's wackiest inventor...
Rube (who else?) Goldberg.
One look at the pilot film now available
for audition and you'll know why this dizzy series
will dazzle, delight — and sell!
National advertisers and their agencies can spend
the most valuable five minutes of a lifet;
catching this preview (custom-shown
at your convenience).
130 of these episodes, each
with a new invention, and
starring Joe Flynn and Dave
Willock with the animated
artistry of Rube Goldberg,
will be available for
TV advertisers in 1961.
TV ADVERTISER (A) READS AD IN PAPER AND JUMPS UP AND DOWN WITH GLEE, JACKJNG UP DOG (B) DOG GRAB
BONE(C), OPENING CAGE(O) AND RELEASING MOTHS(E) WHICH EAT LARGE WOOLEN SOCK (F) LOSS OF WEIGHT IN SOCK
CAUSES LIGHTED CANDlE(G) TO SET FIRE TO WIG SHOWING NEW BEEHIVE HAIRDO (H) FIREMAN (l), SEEING FLAMES.
RUNS ON TREADMILL (J) WHICH SETS PROJECTION MACHINE (K) IN MOTION SHOWING PILOT OF RUBE GOLDBERG'S NEW TV SHO*
Audition Screenings by appointment:
Call or Wire: Richard Carlton. Vice President in Charge of Sales
TRANS-LUX TELEVISION CORP.
.625 Madison Avenue. New York 22. N. Y.
Phone: PLaza 1-3HO
Chicago • Los Angeles
! • 3 OCTOBER 19 i ?
A. Wavpotich, Ogilvy, Benson &
Mather . . . Otto Prochazka, Danc-
er-Fitzgerald-Sample.
They were named directors : Har-
old S. LeDuc and Eugene F. Mc-
Garvey, Gray & Rogers. Philadelphia,
public relations department.
ASSOCIATIONS
NAB's fall conference in Atlanta
13-14 October will include talks
by Noah Langdale Jr., president
Georgia State College Business
Administration; and G. Richard
Shafto, executive v.p. of WIS and
WIS-TV, Columbia, S. C.
NAB actions and developments:
an up-to-date summary of federal lot-
tery laws — the fourth edition of
Broadcasting and the Federal
Lottery Laws. The publication goes
into: 1. A definition of lotteries. 2.
Cites federal statutes. 3. Summarizes
enforcement and penalty provisions.
TV STATIONS
The nation's tobacco companies
spent 11.5% more in tv advertis-
ing during the first six months of
this year over the like period, last
year, according to the Television
Bureau of Advertising.
Gasoline companies also favored tv
with a 45% increase during the first
half of 1960. National spot billings
reached a total of $13,199,000, ac-
cording to TvB.
Beer advertisers followed the tv
trend with an increased national spot
and network tv advertising gross time
billing for the first six months of the
year of $26.3 million. Last year's
comparable time billing: $24.5 mil-
Ideas at work:
Clean up time: KTRE-TV, Luftin,
Texas, sparked a community improve-
ment program with its Yard Beautiful
Contest. The format: each week dur-
ing the campaign, an area home was
honored as yard beautiful of the
week. The winner received and dis-
played a sign in his yard acclaiming
him as winner. Area folks went all
out to compete for the honor.
Whoa-there: WTVN-TV, Colum-
bus, Ohio, tried the realistic approach
in an effort to promote its new pro-
gram Pony Express. The station
hired a former rodeo horse, put one
of the station floor boys in the sad-
dle, and both horse and rider made
the rounds of shopping areas handing
out messages which read "See Pony
Express tonite at 7 on channel 6."
Station acquisition: WBIR-AM-
TV, Knoxville, Tenn., sold to the
Greenville, South Carolina News-
Piedmont paper by the Taft Broad-
casting Corp. Sale price: $3,250,000.
Sale brokered by Blackburn & Co.,
Washington, D. C.
More power: WVUE-TV, New Or-
leans, got FCC nod for power increase
to 316 kw visual and 158 kw aural.
Sports notes: WHNB, Hartford,
Conn., telecast of Baltimore Colts
football games to be sponsored by
'Mr. Kavloff, a.6 our ttf^
0>^ bab«y car<, how do 4* M
^*Xt o. child qood f"
wel», *D? tic,
pretty <jOoc{ I
'BearrutiVy/
iPONSOR • 3 OCTOBER 1960
Hartford Fire Insurance Co., and
Connecticut Hank & Trust Co. . . .
WNHC-TV, New Haven, Conn., to
telecast Saturday N.C.A.A. and Sun-
da\ American Football League games
. .'. K1PLR-TV, St. Louis, to carrj
Notre Dame football games.
Thisa n' data: KOCO-TV, Okla-
homa (it\. debuting a physical fitness
program for women . . . KEZI-TV,
Eugene, Ore., to affiliate with ABC. 1
November . . . WREX-TV, and
WTVO, assisted 1>\ radio stations
\\ RRR, WROK, and WJRL, all Rock-
ford. Illinois, played host to some 50
Chicago advertising executives, 16
September, with a get-acquainted day
tour of the Rockford area.
Program notes: WKJG-TV, Fort
Wayne, Ind.; WCSH-TV, Portland,
Me.; WSPD, Toledo. Ohio: WSTV,
Steubenville, Ohio; KSOO, Sioux
Falls, S. D.: WDAM-TV, Hatties-
burg-Laurel. Miss.: and KVAL-TV,
Eugene. Ore., to carry NBC's Conti-
nental Classroom Course in Contem-
porary Mathematics.
New station quarters: The Beau-
mont Broadcasting Corp., owners of
KFDM-TV, Beaumont -Port Arthur,
Tex., is constructing a new television
center to house KFDM studios and
offices. Contemporary in design, the
huilding will he ready for occupancy
b) I January.
People on the move: Phil John-
son to WWL-TV, New Orleans, as
promotion manager . . . Robert
Dressier from production manager
WNBQ, Chicago, to production man-
ager of video tape recording depart-
ment, same station . . . Don Chap-
man from Adam Young to WPIX,
N. Y., as account executive . . .
Larry Carothers from KVET, Aus-
tin, Tex., to KTBC-AM-TV, same city,
as promotion manager . . . Eddie
Cary to KXJB-TV, Fargo, N. D., as
staff announcer . . . Richard Paul
from WBRE-TV and radio, Wilkes-
Barre, Pa., to WAVY -TV as promo-
tion & advertising director . . . Mark
L. Wodlinger to WMBD-TV, Peoria,
111., as station manager . . . Tom
Hoover appointed director of news,
sports and special events of Triangle
Television group: KVAL, Eugene.
Ore.; KPIC-TV, Roseburg, Ore.; and
KCBY-TY, Coos Bay, Ore.
More people on the move: Rob-
ert C. Buckley to production man-
ager, Mrs. Ardis Bequette, pro-
gram director, Mrs. Phyllis Mitch-
ell, office manager, and John Par-
sons, chief photographer, all KHAS-
TV, Hastings, Neb Ralph Kan-
na to WHCT, Hartford. Conn., as
program director . . . Robert B.
Farrow from KATZ, St. Louis, to
WICS-TV as account executive . . .
Janet Byers from KYW, Cleveland,
to KFWB, Hollywood, as advertising
manager.
RADIO STATIONS
Atlanta broadcasting execs — J.
Leonard Reinsch and Elmo I. El-
lis have put out a book dealing
with the radio industry.
The authors go into the many fac-
ets connected with radio station pro-
SPONSOR • 3 OCTOBER ]960
graining, promotion, advertising,
merchandising, broadcasting laws,
and a score of other radio industry
subjects.
The book is entitled Radio Station
Management.
Ideas at work:
For crying out loud: WIL, St.
Louis, is paying out good money for
weepers. The idea: listeners are en-
couraged to send along their weepiest
hard-luck story for consideration in
the station's Loser's Contest. The
hard-luck story that really tugs at the
hearts of the contest judges wins a
$100 prize.
The last word: KABC, LA..
proved that women are more adept
with words when the station's Time-
buyers Contest was won by four mem-
bers of the buying profession distaff
side. The contest: timebuyers were
asked to contribute the best one word
description of KABC's programing
and personalities. The winners: Ruth
Johnson (Milton Carlson), Sandy
I Dare (Beckman, Koblitz). Claire
Moses (The Goodman Organization)
and Dorothy Staff (Grant Advertis-
More ideas at work :
Help from KELP: KELP, El
Paso, played mother's helper by treat-
ing the ladies to a morning off. The
scheme: the gals were invited to the
leading downtown theater to see, free,
a special showing of a movie. To add
to the occasion, the station arranged
a baby-sitting service for the young-
sters and a follow-up treat of a snack-
type breakfast of coffee and dough-
Happy birthday: KNX, L.A., cele-
brating its 40th anniversary.
Station acquisition: KFOX-AM-
FM, Long Beach, Calif., purchased
by Max Resnick and Robert Symonds,
from Kenyon Brown, Bing Crosby,
and Kevin Sweeney for $850,000.
Sale brokered by Blackburn & Com-
pany, Washington, D. C.
Thisa 'n' data: KOIL, Omaha,
playing coffee break host to business
offices by serving coffee in the a.m.
The special KOIL treat is obtained by
a phone call from employer to sta-
tion . . . WCKR, Miami, keeping
teenagers busy counting station call
letters painted on a wildly-painted
auto — Krazy Kar. The winner gets
the Kar, paint, call-letters, and all . . .
KXOK, St. Louis, increasing its
United Nations News service to keep
pace with current events . . . WKNB,
West Hartford, Conn., kept telephone
company frantic when the station re-
ceived some 7,264 phone calls during
one week when listeners called asking
for sports scores, a service promoted
by the station.
Sports notes: Lee Adam Pontiac
agency to co-sponsor Notre Dame
football games over KGO, San Fran-
cisco . . . Monroe Auto Equipment
and Pontiac Motors Division, GMC,
to sponsor ten-game Notre Dame foot-
ball schedule over WFIL, Philadel-
phia.
Kudos: WPON, Pontiac, Mich.,
news director Larry Payne recipient
of Michigan Associated Press Broad-
casters 1 Division I top newsman
award . . . kNOk. Dallas-Fort \\ orth,
winner national award Pet Milk Gos-
pel Singing Contest . . . WNEW,
N.Y., presented with citation from
I he American Bihle Society for its
program Living Bible.
People on the move: Bernie
Mann to WTRY, Albany, as sales
manager . . . Donald P. Rupert
from account executive, WRIT. St.
Louis, to sales manager, same station
. . . Mort Hall from WBBM as crea-
tive director, to J. Walter Thompson.
Chicago office, as creative department
head . . . James Mergen from
KDWB, Minneapolis, to KLAC. L.A..
as account executive . . . Dwight
Case from KRAK, Sacramento-Stock-
ton, to KOBY, San Francisco, as ac-
count executive . . . William Hoft-
zer from KFRC, San Francisco, to
KOBY, same city, as account execu-
tive . . . Sam Posner from KBAY-
FM, San Francisco, to KOBY. same
city, as account executive . . . Robert
S. Hix, resigned, as general manager
KHOW, Denver . . . James F.
Combs to WSAZ, Huntington-
Charleston, W. Va., as director of
weather service . . . George S. Diet-
rich promotion station manager,
WNBC. WNBC-FM, Vu York City.
More people on the move: Harry
A. karr, Jr., to acting station man-
ager post, \\ RC, \\ RC-FM, Washing-
ton, D. C. . . . Pat Francois promot-
ed to program director, KFIV, Mo-
desto, Calif. . . . Bob Barnett from
KSRO, Santa Rosa, Calif., to KFIV.
Modesto, Calif., as d.j. . . . Dick
Doty to WWIL and WWIL-FM, Fort
Lauderdale, Fla.. as general manager.
He comes from Miller, Bacon. Avrutis
& Simons advertising agenc\ .
Fm in the Chicago area is in for
another major hypo.
A new magazine, Chicago Scene,
scheduled to break 16 October, for
bi-monthly publication, will include
a special section. Fm Highlights.
Fm'ers in the Hartford area are
getting together with civic groups,
educators, and newspaper people
in an all out effort to stimulate an
interest in good music listening.
The occasion: Fm Festival of Mu-
sic — observed during the month of
October.
More than 100 key advertising
execs were given the first presen-
tation of the recently organized
kansas City Fm Broadcasters
Assn. last week.
The event was sponsored by the
Electrical Association of Kansas
City.
NETWORKS
Net tv sales: Procter & Gamble
I Benton & Bowles) to sponsor Vic-
tory At Sea, 29 December, on NBC
. . . Ford Motor Co. to sponsor
Christmas Startime, a 1959 re-
broadcast, this Christmas, on CBS . . .
CBS National League Football spon-
sorship purchased by Philip Morris
(Leo Burnett I ; P. Ballantine & Co.
and Sun Oil Co. I William Estv i ;
Shell Oil Co. (JWT) ; Studebaker-
SPONSOR • 3 OCTOBER 1960
Packard i D'Arcy Advertising I ;
American Oil Co. and Pan Am Oil
(Joseph Katzl: Falstaff Brewing
Corp. I Dancer-Fitzgerald-Sample I ;
Speedway Oil Co. and Altes Lager
Beer i W. B. Doner i : Standard Oil
of Indiana I D'Arcy i : National
Brewing Co. (W. B. Doner);
Ha m m Brewing Co. (Campbell-
Mithun) ; Union Oil Co. (Y&R) . . .
Canada Dry to co-sponsor Walt Dis-
ney Presents. ABC.
Net radio sales: Sehaefer Beer
I BBDO) purchased Monday, Wednes-
day and Friday sponsorship WNBC.
Circle of Sports.
Personnel moves : Milton R. Nea-
man appointed director of facilities.
CBS . . . Robert A. Jelinek to CBS
TV business affairs department.
Net program notes: NBC to carry
Bowling Stars, a half-hour taped
match-game competition between two
bowling stars, 26 weeks, beginning 15
October. General Mills I Knox Reeves)
to sponsor . . . Fred Coe and \rihui
Penn producing four dramas for VBC
TV.
REPRESENTATIVES
Rep appointments : WDAF-TV
and WDAF, Kansas City, to Edward
Perry . . . WCKR, Miami: KANS,
Kansas City: WHIS-AM and TV,
Bluefield, W. Va.; KABL, San Fran-
cisco; and WYSL, Buffalo, all to
Clarke Brown, for Southern represen-
tation . . . WWSR, St. Albans, Vt., to
New England Spot Sales for regional
representation . . . KOMU-TV, Co-
lumbia. Missouri, to Avery-Knodel,
national representation.
Personnel moves: John A. Gar-
land from Scott Paper Co. to sales
staff Deyney-O'Connell, New York
City . . . Robert Schneider from
CBS Television Spot Sales to Edward
Petrv & Co. as director of research.
New firm: Sandeberg Gates & Co.
radio-tv representatives. Offices lo-
cated: San Francisco, Hollywood,
Chicago.
An 18-fold increase in mattress
sales in just ten days is the suc-
cess story that Ziv-UA is telling
about Louis Shanks furniture in
Austin, Tex.
The syndicated show sharing glorj
for the success: Sea Hunt, on KTBC-
TV.
Shanks, incidentally, has been in
tv for six years, all of them with ci-
ther Sea Hunt or / Led Three Lives,
another Ziv-L A series.
Sales: Ziv-UA's Men Into Space and
KTTV's Divorce Court to WPIX,
New York . . . M & A Alexander's
Q. T. Hush, Private Eve to W ABC-
TV, New York: WIIC, Pittsburgh;
KSTP-TV. Minneapolis; and KSD-
TV, St. Louis . . . WGN-TV, Chicago,
to telecast ITCs Best of the Post in
color for People's Gas. Light and
Coke Co. iNL&Bl . . . Barclay Pre-
LAIR: RADIO WITH A DIFFERENCE-FROM ABC
Bright people and bright talk make a show with a bright future. It's ABC's FLAIR,
a new kind of radio variety and home service program. FLAIR'S daily 55 minutes
is under the egregious aegis of Dick Van Dyke, our choice as Young Adult Of The
Year. Dick's regulars are (despite appearances) all experts in their fields. They
make up a long list* of famous types: up-beat, off-beat, down-beat, on-beat. (And
all definitely un-beat.) FLAIR is strictly for the Supermarket Set . . . the millions
of young adult women with large families ... the gals with the packaged goods
habit. FLAIR takes to the air on October 3. Get with it. FLAIR is even fun to buy.
Let your ABC Radio Salesman tell you all about it.
FLAIR ON THE ABC RADIO NETWORK
LONG LIST; Boris Karloff • Toofs Shor •
Gussie Moran • Theodore Bikel • Hans (
Peggy Cass • Wayne and Shuster • Je,
Jonathan Winters • Arlene Francis •
Audrey Meadows • Jean Carroll • Toni Gilbert • David Wade • Eileen Ford • Bonnie Prudden
nned • Irene Hayes • Johnny Desmond • Martha Rountree ■ Vance Packard • Lawrence Galton
i Shepherd • Natalie Brooks • Joe Leitin • Orson Bean ■ Betty Walker • Connie Bannister
lermione Gingold • Phyllis Kirk • Arthur Treacher • Fernando Lamas ■ H. Allen Smith
SPONSOR • 3 OCTOBER 1960
Berves (Raj Barron) to present CBS
Films' Deput) Dawg on \\ HDH-TV,
Boston . . . Ziv-1 \ a second year of
Lock I /> to K. J. Reynolds (Esty)
and Italian Swiss Colon) wine (Ho-
aig, Cooper, and Harrington) on
KRON-TV, San Francisco; Pioneer
Hi-Bred Corn I klau-Van Pietersom-
Dunlap) on KELO-TV, Sioux Falls;
and to stations WMCT. Memphis;
KTVO, Ottun.ua. and KMJ-TV, Fres-
no . . . ITC's Best of the Post to the
Collins Co.. in Louisville, Evansville,
and Lexington: Kentucky Utilities on
WPSD-TV, Paducah; California-Ore-
gon Power in Eugene-Roseburg;
Union National Bank of Arkansas in
Little Rock; Miles Labs and Safeway
Stores on KING-TV, Seattle; First
Federal Savings Bank and John T.
Nothnagle Realty on WROC-TV,
Rochester; Graves Red and White
Supermarket on WAGM-TV, Presque
Isle, and to station KGHL-TV. Bill-
International: CBS Television sta-
tions division and Goar Mestre open
their live, tape, and film studios in
Buenos Aires; the program produc-
in
MINNEAPOLIS
ST. PAUL
WPBC
ADULT
RADIO
Adventures
in
Better
Listening
Tied for 2nd place — average } A hour share of audience —
six a.m. to six p.m. — Monday through Friday — May-June 1960,
Upper 50% Pulse.
William V. Stewart,
WPBC President
Broadcast Time Sales
National Representatives
tion company formed by the two in-
terests in PROARTEL, and its prod-
uct will be made available through-
out the Spanish-speaking world.
Buenos Aires, incidentally, has more
than 500,000 tv homes . . . Carl H.
Goldstein appointed Screen Gems
representative in San Juan, Puerto
Rico.
Programs and production: Jack
H. Harris will develop a full hour se-
ries for CBS TV in 1961 . . . KTTV's
Golden Camera is a program featur-
ing uncut motion picture classics in
Los Angeles . . . Rocky Marciano
signed with Programs for Television
for a regular series.
Commercials: Duncan Coffee Com-
pany's Admiration coffee will use Mr.
Perk and Senor Bean in the south-
west. The animated characters were
created and made by Animation,
Inc.; agency is Clay Stephenson As-
sociates of Houston . . . FC&B's Los
Angeles office received the Golden
Smokey public service award . . .
Fred Niles Productions appoints
Max D. Pride as sales v.p., succeed-
ing Fred Foster . . . Peter A. Grif-
fith elected a v.p. of Transfilm-
Caravel.
Promotion: Screen Gems' Huckle-
berry Hound for President promotion
will visit Freedomland on 8 October
under the auspices of Macy's and
WPIX, New York . . . NTA is about
to launch the largest advertising and
promotion campaign in its history,
through Moss Associates.
Tape notes: Philip McEnemy
joins Videotape Productions of New
York as sales account executive . . .
International Video Tape Re-
cording & Production (IVT) is
launching its first mobile tape cruiser
. . . Tape production and playback
standards were discussed this week in
Washington, D. C, by the NAB's
videotape usage committee; meeting
is under the direction of Bill Mi-
chaels of WJBK-TV. Detroit; other
committee members are Virgil Dun-
can, WRAL-TV, Raleigh; Kenneth
Tredwell, WBTV. Charlotte; Nor-
man Bagwell, WKY-TV, Oklahoma
City; Robert Breckner, KTTV, Los
Angeles; Stokes Gresham, WISH-
TV, Indianapolis: Raymond J. Bow-
ley, WBC, New York, and Charles
SPONSOR • 3 OCTOBER 1960
In the Public Interest . . .
Another citation for WSB-Radio, The Voice of the South
Congressman John J. Flynt {seated left) congratulates Frank Gaither, general ,
WSB's winning the special "Safetython" award given by the GAB. Looking <
chairman, and Elmo Ellis, WSB-Radio program director.
Following a tradition of 38 years of broadcasting in the public
interest, WSB-Radio joined other broadcasters during the July 4
holidays to wage an unprecedented safety campaign to save lives
on the highways.
The station utilized a three-pronged approach, featuring 1100
announcements, during a three-day period, with reports from the
station helicopter, the mobile news units, and prominent state
and city officials
This promotion was judged best by the Georgia Association
of Broadcasters among stations serving a market of more than
75,000 population. It is this type of programming in the public
interest that has served to make WSB-Radio synonymous with
public service in the minds of listeners, and has won for the
station a tremendous audience loyalty.
Radio
The Voice of the South / Atlanta
I EdwirdYpetry AICo., Inc.)
.Affiliated with The Atlanta Journal and Constitution. NBC affiliate. Represented by Petry. Associated with WS0C/WS0C-TV, Charlotte; WHIO/WHIO-TV, Dayton.
SPONSOR • 3 OCTOBER 1960 73
Leading^* Dallas agencies place.
among top 4 stations in total market
and in top 2 for quality market !
E. Corcoran, NBC TV, New York.
Strictly personnel: Chuck Connors
will substitute for Charlton Heston as
an alternate member of the SAG
board for six months . . . Earle B.
Harris joins International Telemeter
as production manager . . . Carl H.
Law ton appointed sales representa-
tive for Magna Film Productions of
Boston and Watertown, Mass. . . .
SMPTE's Progress Medal award to
Otto H. Sehade, RCA staff engineer
at Harrison. Y J.
PUBLIC SERVICE
Ideas at work:
Kids love life: WDRC-AM-FM,
Hartford. Conn., aired the voices of
35 youngsters, state troopers, town
police, aides and doctors from hospi-
tal emergency wards in a Kids love
life-Drive Lovingly campaign. In ad-
dition, safety stickers were distributed
for car bumpers bolstering the plea.
Songs for presidents: WIND, Chi-
cago, is adding color to the national
elections by inaugurating an eight
program series entitled Songs for
Presidents. The programs offer a
wide variety of humorous, patriotic,
cynical and serious lyrics covering
election years of the past to the pres-
ent.
Radio helps tv: WYSL, Buffalo,
started something new in public serv-
icing when it w<ent all-out to help a tv
station. WYSL cleared the wav for
air time to saturate with WNED-TV
story testimonials bv the city's mayor
and other business leaders.
Thisa 'n' data: WIBG, Philadel-
phia, adding two new public service
features: Hit and Run, for which j
the station pavs fifty dollars cash for i
information leading to the apprehen- I
sion of hit and run drivers ; and Phila-
delphia Speaks Out, an education-
ogram . . . KCHA, Charles City,
Iowa, beginning third money raising
campaign for heart operation
fourth year. Current victim, mother
of 4 . . WAAF, Chicago, helping ,
the elections along with a Get Out
The Vote campaign . . . WWLP, |
Springfield. Mass., resuming West-
ern Massachusetts Highlights, a I
program dealing with area subjects,
and personalities . . . KOCO-TV,
SPONSOR • 3 OCTOBER 1960
I'm sold on J I
i
*
Iird work sold him on 7... the same creative energy that has
ide ABC's Flagship the leader in the growing West. KABC-TV's
gressive team and vast facilities at TV Center stand ready to
)rk hard to sell your product You can be sold on 7, too.
Oklahoma Cit) . airing five minute
nightb show giving out information
of nation's most wanted criminals.
Kudo-: WEYD. New York Cit\.
recipient of public service award
for program Jewish Home Show.
Presentation was made by Medical
Societj of the Five Counties and the
Medical Society of New York State
to Ruth Jacobs, program hostess.
Service programing: KGO-TV,
San Francisco, beginning instructive,
area historical series. Expedition-
California . . . KABC. L \.. going
all out in support of Sunair home for
asthmatic children . . . NBC-TV,
Y ^ . to -tart telecasting Victory, a
series of public affairs programs on
the nation's defense activ itie- . . .
KNXT. L. A., to premiere seven public
affairs programs covering new science,
music, religion . . . WPON, Pontiac,
Mich., to present Consultation, be-
ginning this week, a panel show of
medical problems and solutions . . .
NBC forming two separate news staffs
to provide faster and more thorough
coverage of 1960 elections . . .
Now you can. listen.
and compare
before you buy
the rich. Syracuse
N.Y. market
at our
expense
ixi by
. . . Get the proof ol WFBL leadership! Make a personal survey of
station programming in Syracuse — by telephone. Call WFBL col-
lect at any time ol day or night to hear the live broadcast of the
moment by am or all stations. We think you'll agree with local
listeners and advertisers; the most enjoyable good music, the best
news reporting in Central New York is heard on WFBL. It delivers
the audience you want to sell. Listen, compare. Prove it to yourself.
Phone HOward 3-8631 collect. Ask lor Sponsor Listening Service.
radio
5000 WATTS DAY AND NIGHT
FIRST IN CENTRAL NEW YORK
REPRESENTED NATIONALLY BY GEORGE P. HOLLINGBERY CO.
WBKB. Chicago, to begin local
science series.
No thanks — no service: KHOL-
TV, Houston. Tex., offer to telecast
program re\ olving around local gov-
ernment problems and City Hall meet-
ings was turned down by councilmen.
The reason: "It would onlj add to the
confusion."
TRADE DATES
NAB fall conferences. Atlanta. Bilt-
more Hotel. 13-14 October . . . New
York Pioneers joint meeting with
Philadelphia branch. Savoy-Hiltoi
New York City. 4 October . . . An-
nual Outing Federal Communica-
tions Bar Association. Manor
Country Club. Y\ ashington. D. C. 10
October . . . 10th Annual Hi Fi
Music Show. Benjamin Franklin
Hotel. Philadelphia. 18-20 November
. . . ARF Annual Conference. Ho
tel Commodore. New York City. 4- :
October. ^
INTRODUCING THE NEW
DRYDEMIST
HOTEL
39th St., East of Lexington Ave.
NEW YORK
Salon-size rooms • Terraces • New
appointments, newly decorated •
New 21" color TV • FM radio • New
controlled air conditioning • New
extension phones in bathroom • New
private cocktail bar • Choice East
Side, midtown area • A new concept
of service. Prompt, pleasant, un-
obtrusive.
Robert Sarason, General Manager
ORegon 9-3900
SPONSOR • 3 OCTOBER I960
WAVE-TV Gives You
28.8% MORE HEAVY EATERS!
{therefore 28.8% more food-selling opportunities!)
jS^ When more people see your commercials, you
^^/automatically make more sales. So it's impor-
tant to you that, from sign-on to sign-off in any
average week, at least 28.8% more families watch
WAVE-TV than any other television station in
Kentucky.
And you pay less per thousand for viewers on
WAVE-TV than on any other station in this area.
A lot less! NBC Spot Sales can PROVE it to you!
CHANNEL 3 • MAXIMUM POWER
NBC
LOUISVILLE
NBC SPOT SALES, National Representatives
SPONSOR • 3 OCTOBER 1960
SPO T
AND
SPONSOR
HAVE
A LOT
IN COMMON
AND
SIX
OUT OF
TEN
COPIES OF
SPONSOR
GO TO
AGENCIES
AND
ADVERTISERS
49th & MADISON
i Con i in u <>(/ from page 2 1 1
the main production centers.
I realize that the nature of your
magazine prevents you from doing
this sort of thing too often, hut I
want you to know that occasional de-
tails about the top commercial per-
sonalities, their problems, and their
skills, will be sincerely appreciated
(maybe interviews with the top
money-making announcers, male and
female, about their approach to a
commercial I in some of the larger
markets such as Chicago, Philadel-
phia, Los Angeles.
Ham Mabr)
WBRC-TV
Birmingham, Ala.
Wrongly accused
Our usual reaction to sponsor edi-
torials is one of complete agreement
and support: but we feel it our duty
to voice our objections to your 29
August, 1960 editorial entitled "Un-
fair requests by agencies." Our in-
terest lies in the fact that the ques-
tionnaire mentioned in your editorial
was distributed by our firm on spe-
cific agency assignments.
As you know, spot radio is the only
advertising medium where competi-
tive information is not readily avail-
able. Tv, newspapers, magazines and
all other media have regularly pub-
lished records available for industry
use, usually based on information
supplied by sellers. The lack of com-
parable information on spot radio
places this medium at a serious dis-
advantage. We would imagine that it
is difficult for an agency to adequate-
ly explain the "not-available" entry
under spot radio in an otherwise
complete all-media competitive ex-
penditure report to a client. The ab-
sence of such information is certain-
ly to the detriment of radio.
The lack of an organized industry
system for providing this vital infor-
mation prompted the formation of
our service to act as a central clear-
in" house for such information. In
an effort to comply with clients' re-
quests many agencies sought this in-
formation through stations. In sev-
eral major categories this naturally
led to much duplication of requests,
and it is our function to gather this
information for agencies and at the
same time eliminate much of the du-
plication of work on the part of sta-
tions.
We currently conduct surve\s on
agenc) assignments in the airlines,
beer, cigarettes, coffee, tea, gasoline
and other major product categories.
We serve more than a dozen agen-
cies — all of whom actively use the re-
sults of our survey to encourage the
use of more spot radio by their cli-
ents. As a central source for this in-
formation we have eliminated several
individual agencv surveys in these
categories and have considerably re-
duced duplication of effort on the
part of the stations. Am station an-
swering our questionnaires can refer
to us am other form they may re-
ceive which requests information they
have already given our firm.
It is our policy never to request in-
formation on advance schedules, and
our reports are prepared from four to
six weeks after the period involved.
so the information we furnish clients
has already been broadcast and is
after the facts.
In this same issue of sponsor you
carried an item regarding spot radio
expenditures in the beer category.
This item was released by our firm
and was based on the results of one
of the surveys so strongly opposed in
your editorial. In view of vour long-
standing campaign for the publication
of spot radio expenditures, it seems
contrary to oppose surveys which.
with our intended expansion, can ulti-
mately provide such figures.
The fact that average response to
our survey is in excess of 80 /^ would
seem to indicate that the great ma-
jority of stations are aware that this
information will be put to practical
use for the promotion of spot radio
and, ultimately, to the advantage of
individual stations. We believe that
our station respondents appreciate
the fact that Ave do not abuse their
cooperation by accepting assignments
for spasmodic survey prompted by
their curiosity; but rather that we
conduct continuing surveys in major
categories only for mutually bene-
ficial use b\ reliable agencies.
In view of your usual policy of
fair plav. we feel we may look for-
ward to vour clarification of this mat-
ter to your readers.
James M. Boerst
Owner. Executives Radio
Research Survey
Larchmont, A . ) .
SPONSOR • 3 OCTOBER 1960
/
ROBERT MCLEAN
IS THE
PACESETTER
IN ICE SKATING
He covered 50 yards in 5 seconds!
sai
IS CINCINNATI'S
PACESETTER
RADIO STATION
WSAI offers Cincinnati's most comprehen-
sive drug and cosmetic merchandising
plan . . guaranteed display in 42 high-
traffic drug stores, plus counter cards and
window streamers. Your product as the
WSAI Special of the Week insures sales
response from the thousands of shoppers
who make WSAI a daily listening habit.
In Merchandising . . in Programming . .
in Productivity . . WSAI is Cincinnati's
PACESETTER Radio Station.
Represented Nationally by gill- perna New York, Chicago, Los Angeles, San Francisco, Boston, Detroit, Atlanta
THE CONSOLIDATED SUN RAY STATIONS WSAI - Cincinnati; WPEN - Philadelphia; WALT -Tampa
'SPONSOR • 3 OCTOBER 1960
■ ^H7 n
i S h V i 1
the
way
station
to the
central
south
1 Way ahead with the news, 1
1 WLAC-TV won 4 out of 5 1
1 recent top news awards. w >,
lefts' "/4 thesaurus
of fundamentals."
RADIO
STATION
MANAGEMENT 1
Second Revised Edition
By J. Leonard Reinsch and E. I. Ellis
A completely rewritten edition of a
standard manual covering new pro-
gramming and advertising con-
cepts for radio. It discusses or-
ganizational set-up, program-
' lg, engineering, personnel, ac-
lg, sales, and promotion.
ill find it
useful, with clear, cogent pre-
lplex station
problems." — -X-Justin Mil-
president,
ional Association of Broad-
casters.
Tv and radio
NEWSMAKERS
Bill Andrews was named general sales
manager of KTVT, Fort Worth. Andrews
began his career in television at KBET-TV,
Sacramento. Calif., in 1954, following sev-
eral years of service with the U.S. Air
Force. At KBET, he worked in both local
and national sales. Following this, he
spent some time with the Independent Tele-
vision Corp. in the South-West Territory.
A native Californian, Andrews did considerable work in acting and
directing in the legitimate theater before entering television sale*.
Dr. Arthur D. Kirsch was appointed to
the newly created position of research man-
ager for the American Research Bureau.
Dr. Kirsch, who joined ARB last year, came
to the Bureau from the National Security
Agency of the U.S. Government where he
had served as research psychologist. Prior
to this association he was director of tech-
nical research at Gallup & Robinson. Dr.
Kirsch received his A.B. degree from George
and subsequentlv his M.S. and Doctorate in
Washington University
Psychology at Purdue.
Mort Bassett has been named executive
vice president of Broadcast Time Sales.
Bassett, who began his career at NBC as
network salesman and assistant circulation
manager, came to BTS from Forjoe & Co.
where he was an executive v.p. and a part-
ner. Earlier he was associated with the rep
firms of John Blair & Co. and the Robert
Eastman Co. In 1958, Bassett purchased
radio station WORD, Daytona Beach, which he operated until No-
vember of that year. Bassett is married and the father of one son.
Robert M. Purcell, director of the broad-
cast division, has been elected vice presi-
dent of The Crowell-Collier Publishing Co.
Purcell is president and general manager
of KFWB Broadcasting Corp., L.A., as well
as president of KEWB. San Francisco-Oak-
land; and KDWB, Minneapolis-St. Paul. He
is a veteran of some 30 years in the broad-
casting industry. Prior to joining Crowell-
Collier. Purcell headed his own consulting firm, Robert M. Pur-
Television. He is a member of Southern California Broadcasters Assn.
SPONSOR • 3 OCTOBER 1960
Jefferson Standard Broadcasting Company
WBT
CHARLOTTE, NORTH CAROLINA
of facilities
Varied, creative programming demands
full, flexible facilities. The influence
of WBT's superior facilities in producing
a plus of audience is indirect but
indispensable to advertisers.
DWER + PERSONALITIES + PUBLIC SERVICE + CREATIVITY + ADULT ACCEPTANCE
wbt adds up!
I
WSOR • 3 OCTOBER 1960
frank talk to buyers of
air media facilities
The seller's viewpoint
// hen buyers and sellers talk about syndication, they almost invariably mean
the half-hour show, which has long been the backbone of the syndication side
of video. Because it is the keystone in the national spot programing struc-
ture, the availability of facts about it give the half-hour shou an advantage
in the tv market place. As Richard Carlton, vice president in charge of
sales for Trans-Lux Tv Corp.. points out. admen might take another look at
the five-minute show. They might be missing something important if they don't.
GOOD THINGS CAN COME IN SMALL PACKAGES
^Jffer a half-hour filmed show today and within a few
hours the agency's media crew can have read) complete
costs — for an\ and all markets, for any time slots.
It's routine. The information is right at hand. Now. try
the same with a five-minute show. Media wails. "H ou kid-
ding? We have to do a station by station survey. Might
lake months. "
Not months. But weeks, certainly. We know: we've been
through it. But even if by some chance the information
was immediately available, media would turn a fishy eye
upon the account exec. Meaning: "Whatthehell you gonna
do with a five-minute show.'"
Good question. From our experience with Felix the Cat
we can deliver hard-nosed answers on the five-minute va-
riety to agencies, stations and sponsors.
t Felix, by the way. was offered first to national advertis-
ers, including Good'n Plenty candy and Bosco. \^ e got
tired of their thumb-twiddling, syndicated the show, and
made a lot more mone\ that wa\ . i
Does your agencj own a "modest-budget" account (na-
tional and/or local I who keeps querying, frequently queru-
l<>u>l\ : "Why cant I gain identification with a specific tv
show or personality, instead of spending all my money on
spots?"
I ell him, "Can do." Simple, too. Contract for a year,
>a\. for the spots preceding and following something like
Felix. Announcement -a\>. "And now. Himmelouser's
Chocolate Drink brings \ou Felix The tot. who lo\e> that
Himinelouser's." Et cetera. So Felix or whomever, belongs
to "Himmelouser's." instead of being just a cartoon charac-
ter in a kiddie show. \nd that's identification.
i \ number of local advertisers, it so happens, are ready-
ing such deals now on a local basis, using Felix. Not t
mention our new five-minute offering, Rube Goldberg's Ir
ventions. Plug, i
Five-minute shows are not for adults? At least one is dt
ing well righfnow. No time slots for "em ? Watch how fa?
the station will-come up with one if you arrive with janglin^
pockets. For instance, right after vour news and just b
fore your movie.
Sure, sure, but where else? Anywhere else the station
doesn't have network fare. Seek, brethren, and \e shall fin
— with profit.
The point is, a station is supposed to be flexible. It i-
generally. and wants to be. always. Means more income-
love that word! — and aids in building audiences. But agei
cy and sponsor have to help the station by seeing in a
directions.
Which brings up perhaps the most important point. Or
big reason for the snails pace progress of the five-minu
show thus far has been a glaring lack of production valu
To be kind, it's been tossed together.
But you mav have noted an improvement in products
values recently. If you haven't, we're telling you.
You may have noted, too. a new concept in filming-
combination of live and animated characters which
really different.
One final point: as Number 1 purveyor of the five-minu
show i we feel i. we welcome others. The more successi
we five-minute-ers become, the more chance of media sa
ing: ''Have the facts and figures in a couple of hour
Joe."
And that'll be the Millenium! ¥
SPONSOR • 3 OCTOBER 19(J
WeeReBeL says:
I'm climbing into the
TOP "100
99
NEW!
1293 ft. tower blankets Georgia's second
largest market*! More than twice the height
of former tower!
NEW!
Total Grade "B" Audience increase of over
72%. Now more than 1 93,000 television homes
in 55 Georgia and Alabama counties!
NEW!
Ampex Videotape facilities, both live studio
and on-location remote equipment.
RENEWED!
Georgia's second largest market — the
Columbus Metropolitan Area with the high-
est per-family income in the state.
• RENEWED!
Established prestige of continuous seven
year dominance in ratings, homes delivered,
public service and lowest CPM.
RENEWED!
The same "personal" service from man-
agement, along with balanced program-
ming, client contact and community trust!
*1293' above average terrain
JimWoodruff, Jr., Pres. & Gen. Mgr.
George "Red" Jenkins, Dir. of Nat'l Sales
W COLUMBUS, GEORGIA , ^tr^T^ BFm
\\ rj if cuv.. J
Represented by George P. Hollingbery Company
i |)NSOR • 3 OCTOBER 1960
SPONSOR
SPEAKS
A matter of tv logic
Tv network encroachment in national spot is bewildering
and infuriating network affiliates everywhere.
sponsor learned this during an intensive tour of television
stations in some 15 western and midwestern markets last
week.
"Why," the station manager asks, "is our network com-
peting with us? We are partners in a flourishing business.
But can a partnership stay healthy under such unequal con-
ditions?"
Several managers pointed out that the unhappy practice of
network radio rate intrusion into spot is being repeated, and
for far less reason.
Now is the time for the tv networks to stop and consider.
They are engaged in a "gasoline war" that cannot do any-
thing but hurt the medium.
We recognize the competitive pressures among the three
networks, their desire to broaden their base, to make network
time more flexible for advertiser use, and to work out
methods which permit medium-sized accounts to buy into
network programing.
But if tv stations, who exist largely on national spot reve-
nues, are to prosper as partners of the networks, their means
of livelihood must not be impaired.
At the present time many tv station men are talking, bit-
terly but very privately, about the growth of network spot
carriers in both option and non-option periods.
Their resentments, however, may easily boil up into an
unpleasant storm and one which, we feel, is wholly unneces-
sary.
In a fast-moving, ever-changing, tough business like tele-
vision problems are the norm. But why create a new one
with eyes wide open?
We urge that networks consider the consequences of their
pell-mell flight into spot. Who wants to kill the goose that
Lays i lie golden egg?
THIS WE FIGHT FOR: / Stable ill<llistr\
diid a vigilant adherence to sound business
standards which benefit buyers and sellers
lO-SECOND SPOTS
National Purpose: During its ad
inirable television coverage of
hunch of Communist leaders assem-
bled with party hoss Khrushchev i
American soil the other week, NBC
kept repeating this announcement
with its station hreak: "Tonight on
The Barbara Stanwyck Show, the
story of a woman who loses her most
precious possession — her mink coat.
New ad medium: Token vending
machines in the New York subway-
will dispense 30^-worth of tokens in
a cardboard wrapper imprinted wit!
advertisements. Should be a good
place for ads from the bus company.
Another first: In Canberra, Aus
tralia, the first person ever convicte<
under that country's criminal Jibe
law received a one-year jail term. Ht
was described by AP as a public rela
lions specialist.
Through our maleroom: One of ou
loveliest blonde secretaries received i
folder from Esquire which said tha
by answering a few questions sh<
could "find out how gentlemanly
really are." Aw, cmon fellas, lean
well enough alone.
Capital labour: A London psychia
trist is reported by UPI as sayii
that a bad-tempered boss is probabl
sex-starved and that employees shouli
pity him because undoubtedly he
"the henpecked husband of a socia
climber or a female iceberg . . . pron
to carry his grievance to work." Ther
his emotional forces are liberated i
dressing down some luckless subord
nate. Suggested solution (oursi
"Now, boss, some of tlie fellows imv
gotten together and arranged . .
What then?: Over the radio trj
other morning we heard that "Jess
Smith survived a 10th round knoct
out to hold Henry Hank to a dra^
The crowd booed the decision.
Everyone's excitable these days.
Let's cooperate: Orson Bean rea
that our Space A«enc\ sent a rocki
ship up 123 miles at a cost of $*]
million to lake a photograph of ll
whole world, but the picture wi
ruined. Somebody moved.
SPONSOR • 3 OCTOBER 19'j
:
Lock up your Fall program schedule now. Close up
those blanks in your local programming. Line up any of
these MGM-TV shorts across the board. Or combine them in any
of many exciting ways. Open up new sponsor possibilities with
the comedies, cartoons, novelties and specialties that really click!
r^l
Wire, write or phone TS/LGr^l/L
MGM-TV, 1540 Broadway, New York , N. Y., JUdson 2-2000
jenofitfQMM'
46(fOf*i UtWM*: Stories of the man hired to
"KEEP TROUBLE OUT OF MIAMI!'
I
*
SUDDEN DANGER. HIDDEN INTRIGU
Against a background of luxurious hotels, exotic
nightclubs . . . interesting people seeking fun and
excitement! A gay, care-free resort that must fce
kept free of undesirable guests, embarrassing scan- '
dal, crime of any sort!
FILMED ON LOCATION IN MIAMI!
Ziv-United Artists captures the adventure, excite-
ment and romance of America's fabulous play-
ground. Now, a TV series destined to be the sea-
son's most unusual success.
%
w
■ P- starring
LEE ~K£MAN
lO OCTOBER I960
40« a copy* $8 a yaar
3P0N30R
THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE
/here there's a Storz Station .
lere's result ful advertising!
The
STORZ
Stations
today's Radio
lor today's selling
WDGY, WKB, KOMA, WQAM
represented by John Blair & Co.
WTIX represented by Robert Eastman
IE BIG
BOYS CONTROL
SPOT TV?
Complaints that top
agencies squeeze out
smaller competitors
are checked, answered
Why the agency
tv exec is
not expendable
Page 30
Agency webs'
rising role
in air media
Page 32
Reaction mixed
to station's
'golden rules'
Page 36
NASHVILLE'S
WSIX-TV
Now offers
Quality...with NEWEST
VIDEOTAPE*
the fastest way to sell
the Central South
Simplified, economical production ... the
quickest way to get your sales message
across. In Tennessee WSIX TV offers you
the latest model VIDEOTAPE* television —
improved circuitry insures brilliant repro-
duction. Complete facilities for both re-
cording and playback ... or send us any
tape that's been recorded on an Ampex
VR-1000 for immediate scheduling.
VIDEOTAPE
LAND OF THE
CENTRAL SOUTH
/ ol. II. Vo. /'
lO OCTOBER I960
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Do big agencies control spot tv?
27 Admen and representatives outline this annual complaint and where it
comes from, separating fact from the fiction on the big agency "squeeze"
Agency tv execs: Not expendable
30 They retain their importance in direct proportic
the industry, despite a shift to buying spot
Why Esquire stays with tv
32 Esquire agency Mogul, Williams & Saylor
for reaching food brokers, salesmen with t
to their standing in
arriers. participations
offers economical method
ipe of company president
Agency webs boost air role
34 Seven national agency networks see bright future with more and I
broadcast media activity. Over 190 agencies are network affiliates
$1 million-a-day on tv for food ads
36 TvB figures for first half of this year show time and talent total is
more than $180 million. Biggest ad category is coffee, tea, food drinks;
Reaction to KYA 'golden rules' mixed
36 Agencies consider this station's 'dignity" move a significant step. Some
broadcasters call it routine, while others find it a bit embarrassing |
Old flicker technique finds new place in tv
39 Assigned the task of recreating scenes from 1910 period. Jamieson Film;
Co. digs out old hand-crank camera to do job the modern camera can't |
What's going on in Mexican tv advertising?
40 There is more U. S. advertiser interest in south-of-the-border video than;
other Latin-American markets, but expansion is limited by certain factors
FEATURES
12 Commercial Commentary
60 Film-Scope
25 49th and Madison
64 News & Idea Wrap-Up
6 Newsmaker of the Week
64 Picture Wrap-Up
42 Radio Basics
16 Reps at Work
73 Seller's Viewpoinl
46 Sponsor Asks
62 Sponsor Hears
19 Sponsor-Scope
74 Sponsor Speaks
44 Spot Buys
74 Ten-Second Spots
72 Tv and Radio Newsmakei
59 Washington Week
[=133
SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial. Circulation n
Advertising Offices: 40 E. 49th St. (49 & Madison) Ntw York 17. N. Y. Telephone. MUr •
Hill 8-2772 Chicago Office: 612 N. Michigan Ava. Phona: Superior 7-9863 BirminiM
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sune,
Boulevard. Phone: Hollywood 4-8089 Printing Office: 3110 Elm Ave., Baltimore II, r/ol
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countries $9 J
year. Other Foreign countries $11 per year. Singlet copies 40c. Printed in U.S.A. aooi •>
I960 Sponsor Publication* Inc.
10 OCTOBEK \9t%
WAX WORKER
An electrical storm extinguishes the lights,* but not
the spirit of an indomitable H-R representative, hard at
work on a campaign proposal involving WMAL-TV.
He requests, and receives, two candles from his secre-
tary, lights them, and goes on with his work. Sensing
an opportunity for one of these ads, the secretary
points out that although the candles are of equal length,
one will burn for four hours, the other for five.
When the lights go on, what is left of one candle is
exactly four times as long as the remainder of the other.
Our man is no clock watcher, but he needs to know
how long he worked by candlelight for time records.
As you've no doubt guessed, he quickly and easily
computes this. Can you?
Send us the correct answer and win a copy of
Dudeney's "Amusements in Mathematics" — Dover
Publications, Inc., N. Y. Repeat winners can be assured
of receiving a different prize.
*Good way to throw light on your product in Wash-
ington is via WMAL-TV's first-run, late-nite movies. Y out-
local H-R man will be glad to discuss this light source.
wmal-tv
Washington D. C.
An Evening Star Station, represented by H-R Television, Inc.
iliated with WMAL and WMAL-FM, Washington, D. C.j WSVA-TV and WSVA, Harrisonburg, Va,
10 OCTOEEB 1960 5
LONG ISLAND IS A MAJOR MARKET!
THE VOICE OF LONGISLAND
THE GREATER
LONG ISLAND MARKET
(Nassau-Suffolk)
MORE RETAIL
SALES ARE
RUNG UP ON
LONG ISLAND
THAN IN
CLEVELAND,
CHARLOTTE AND
CHATTANOOGA . . .
PUT TOGETHER!
2,718,971,000
aPO %*»5>0 '^SXZ '^aZXD '^^SXD 'x»!
WHLI
Dominates the Major Long Island Market (Nassau)
. . . Delivers MORE Daytime Audience than any
other Network or Independent Station!
(Pulse)
►10,000 WATTS
WHLI
HEMPSTEAD
IONC ISIANO. N T
NEWSMAKER
of the week
/. Walter Thompson last Thursday made an important boic
in the direction of its creative talent icith appointments of a
( hifwgo man as the company's first executive rice president
and a Detroit man as the first r.p. from that branch. Further,
it noted the importance of $135 million in air bailinga b%
naming broadcast v. p. Dan >e\mour to executive committee.
The newsmaker: ' bs, 55-> ear-old manager
of the Chicago office of J. Walter Thompson and a "company" man
for more than three decades, takes over a post new to this behemoth
of advertising: that of executive vice president He will continue
to headquarter in Chicago.
The move gives a significant and approving nod of management
sanction to Reeves as well as to the Chicago operation which he has
directed for nine years. A corollary sanction went to another key
center of JWT activity, when Wil-
liam D. Laurie. Jr.. manager of
the Detroit office, was elected to
the board of directors.
The changes, announced by
president Norman H. St:
firm ad row predictions that the
companv is interested in broaden-
ing its management and creative
base as well as strengthening it.
These new appointments — as
well as that of New l ork v. p.
Wallace Elton to the executive
committee — place these men in
line to match the pace and growth of the company itself. The diversi-
fication of power and authority among key executives has the ap-l
pearance of integrating them more closely with New lork.
Ge::_ ressional advertising career has spanned 31l
years with JWT. where he started to work at the age of 24 < in 1929 I
as a copywriter in the Cincinnati office.
In 1934. Reeves was transferred to JWTs Chicago office. wherJ
he was promoted through the years to copy group head, creative
director and vice president 1 1944 1 . a director 1 1950 » . Chicago offic J
manager and a member of the executive committee 1
He"s been active in professional groups, primarily in behalf cfl
the American Assn. of Advertising agencies for which he has served
as governor and vice chairman of the central region and chairma "m
of the committee on the improvement of advertising content 1 194f ■
52 . as a national director 1 1954-1957 1 and as vice chairma J
■ 1958-1959*. He and his wife. Margaret, live in suburban LakM
Forest.
JWTs announcement notes the executives "were schooled in creaj
tive phases . . . suggesting the intention of Strouse to place ren<
emphasis on creative assets. . . ."
SPONSOR • 10 OCTOBER 19(1
Remember How Exciting
Television Used To Be?
WPRO-TV STILL IS!
In those days, loyal, top-rated audiences were built on exciting local
personalities, exciting local sports and news coverage, and exciting
editorializing, combined with potent network programming.
In these days, WPRO-TV still builds (and holds) audiences in Southern
New England with 12 top-rated local personalities, covering sports, news and
children's programs, plus C.B.S. programs and first-run movies.
For exciting availabilities, backed by exciting ratings, call
Gene Wilkin at Plantations 1-9776 or your Blair-TV man.
WPRO-TV Providence
SPONSOR • 10 OCTOBER 1960
what has an eye^Lpatt
Two things.
One — it points out how brilliant a job
advertising can really do. Two — it proves that
the advertiser who does it generally
winds up with the business.
The moral is obvious.
Which brings up two things more.
One — there are some 7500 men and women
involved in the purchase of national spot.
7 • .7 Of this number — the top 2000 control over
t i (10 WT/tfl t/OU f 95% of the total business. We call them
the "influential 2000". The most economical
way to pre-sell this "influential 2000" is
via a schedule in SPONSOR because SPONSOR
has the greatest penetration of influence
with this "influential 2000" of any book
in the broadcast field.
Two — give your ads a "patch" of individuality.
Without it— the page you buy is empty.
With it — you can spark a purchase, increase a
schedule, motivate a new appraisal, change
a buying pattern and build your station's
volume every year.
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
40 East 49th St. MU 8-2772 New York 17
Helpful, intelligent
programming sets the mood
that means response to
your sales messages on
KOIN-TV, the medium in
Portland, Oregon and 32
hard-buying surrounding
counties. Your customer
tuned to KOIN-TV is in a
receptive mood ... a mood
we've cultivated with a
program format that's
tailored to fit the needs and
desires of our community.
Check the latest Nielsen
for proof*.
PERSU9DE2
peopiF
in
PORTLAND
H^nt^src^t
KOIN-TV • Channel 6, Portland, Oregon
One of America's Greol Influence Stations
Represented NoHonolly by CBS-TV Spot Sales
.
SPONSOR
Executive V
Bernard Piatt
Secretary-T
Elaine Couper Gli
President
enn
EDITORIAL DEPARTMENT
Executive Editor
John E. McMillin
News Editor
Ben Bodec
Managing Editor
Alfred J. Jaffa
Film Editor
Heyward Ehrlich
Associate Editors
Jack Lindrup
Ben Seff
Walter F. Scanlon
Michael G. Silver
Ruth Schlanger
Diane Schwartz
Art Editor
Maury Kurtz
Production Editor
Lee St. John
Readers' Service
Barbara Wiggins
Editorial Research
Barbara Parkinson
ADVERTISING DEPARTMENT
Sales Manager
Arthur E. Breider
Eastern Office
Willard Dougherty
Southern Manager
Western Manager
George Dietrich
CIRCULATION DEPARTMENT
L. C. Windsor, Manager
Virginia Markey
ADMINISTRATIVE DEPT.
S. T. Massimino, Assistant to Publisher
Laura O. Paperman, Accounting Manager
George Becker; Anne Marie Cooper;
Michael Crocco; Syd Guttman; Wilke
Rich; Irene Sulzbach; Dorothy Tinier;
Flora Tomadelli
FASTEST
SELLING
SERIES II
SYNDICATIOI
TODAY
D,
<OT ^BBES
H
Buyers who know the best
are snapping it up . . . Pacific
Gas & Electric Co. (through
Batten, Barton, Durstine &
Osborn) signed the series for
San Francisco, Bakersfield,
Chico-Redding, San Luis
Obispo, Salinas-Monterey,
Eureka and Fresno . . . astute
station groups like Triangle
bought for all of their mar-
kets including Philadelphia,
New Haven-Hartford, Al-
toona-Johnstown, etc., and
Crosley Broadcasting for
Cincinnati, Columbus and
Atlanta . . . and the list of
available markets shrinks
every day!
Wire today to secure the
"best" series - BEST OF
THE POST - for your
market!
INDEPENDENT
TELEVISION
CORPORATION
488 Madison Avenue • N.Y. 22 . PL 5-2 C
SPONSOR • 10 OCTOBER 196(
were Putnam's words at the battle of Bunker Hill, June 17, 1775. Those muskets had a
3ge for the British ... and it was a message that got through! We think there's a lesson here.
aim your fire and then get the best dispatcher you know to carry it, be it muskets or a radio
>n. Balaban Stations are famous for carrying messages direct to the buyer. On a Balaban
|n, your message rides on top-flight programming, strong, popular personalities and keen selling
jv-how". Day in, day out, the message gets through with Balaban -couriers par excellence.
Ill B/VuiilMill ulAlIUXlU in tempo with the times. John F. Box, Jr., Managing Director!
1L-ST. LOUIS WRIT-MILWAUKEE/ KBOX-DAl
Concentrate in
by John E. McMillin
JACKSON.
MISS.
Did you know?
Over 233,000
TV Homes
• • •
A Billion Dollars
in Retail Sales
• • •
All in the
JACKSON
TV Market
Area
WJTV
CHANNEL 12
KATZ
WLBT
CHANNEL 3
HOLLINGBERY
'
Commercial
commentary
Lousy at promoting themselves
^ hy is it that advertising agencies, the eager-
beaver image-builders of our industrial society,
do such a horrible job of self-promotion ?
Recently I tossed this ancient trade question
at Dave Stewart, newly named president of Ken-
\ on & Eckhardt. over a luncheon at the Barclav.
Dave, himself, readily admitted the indictment
and. as far as K&E is concerned, is determined
to do something about it. His new plans include an expanded public
relations program which should. I think, pay off.
But why are so many of our other top 20 shops s<> shv. awkward
bashful, and confused about merchandising their own virtues?
If you had to judge Young and Rubicam. J. Walter Thompson
McCann-Erickson. BBDO. and Bates on the basis of their own com
panv public relations, you'd end up by establishing a house agency
Benton ^ Bowles. Compton. N. W. Aver. Foote. Cone & Belding.
Lennen & Newell — none of them has for its own promotion the kind
of careful coordinated program it would recommend to its humblest,
half-million-dollar client.
When I myself was in the agency business. I was vaguely aware
of these deficiences. But now. as an outsider, and especially as an
editor who is almost daily subject to the blandishments of high-pow-
ered public relations people. I am absolutely appalled by the agen-
cies" promotional backwardness.
I think thev are missing opportunities. But what is much worse.
I think thev are growing dangerouslv careless about their own preci-
ous corporate images.
Big boys with blurred images
The other dav. just for fun. I tried to jot down m\ impressions ii
the company personalities that are now being projected by some or
our leading agencies.
I was startled to discover how blurred and fuzzy these images haw
become over the years.
Young & Rubicam. for instance, once exuded an air of bright.
vouthful creative vigor that was made solid and substantial by th j
presence on its staff of such specialists as Don Stauffer and Hubbeil
Robinson in radio. Tonv Gahagan in media. George Gallup in re-l
search. Vaughn Flannery in art. and many famous copy men.
But the impression I get of Y&R today is vague, shapeless. A bid
capable shop. A lot of hard-working people. More shirtsleeves tha u
in the old days. But more anonymity, too. And. I think it is fair 1 1|
sav. less color, glamor, interest, and appeal.
Or take Thompson. Always a complex personality. JWT once ha
its dazzling nighttime radio dominance, its much discussed test
monial campaigns, its shrewd Fleischmann's Yeast strategy to adl
i Please turn to pa^e 11 I
SPONSOH • 10 OCTOBER 196
ere else could you get all these entertaining people together.
:ept on the fresh, new hour show :
'may name-drop for a moment . . . our guest list is impres-
jlust check the group assembled here (identified above, if a
[should escape you), playboy's penthouse relies on an old-
ened, but always unbeatable factor: superb entertainment
by the show business people everybody is talking about
ione coast to the other. Add to that an atmosphere of a
oticated penthouse ... a witty host* who projects a mood
of easy informality and graciousness . . . and you have a sho\
that has great appeal for a vast audience, playboy's penthous
is available now for syndication— 26 one-hour shows. Arrang
for a screening now. This is the show to Mtfe-. W '
watch. *Hosted and produced by Hugh M.
Hefner, Editor and Publisher of Playboy
Magazine, official films, inc.
NEW YORK 36
-
PI
We've got the moxie, make no
mistake! And that's why soft
drink advertising has increased a
smashing 121% in three short
years on WPAT. There's nothing
"like the sparkling effervescence of
our programming for refreshing
soft drink sales throughout 31
counties in New York. New Jer-
sey. Pennsylvania and Connecti-
cut .. . an area where more than
17.000.000 people live, work
and get thirstv in more than
5.000.000 radio homes. Ask the
purveyors of America's leading
potables. Ask Canada Dry, Coca--
Cola, Hoffman. Xehi, Pepsi-Cola.
Seven-Up, While Rock or any-
body else who. in the last three
years, has advertised on WPAT
Popularity moves products and
you get popularity in the big. big
bottle on WPAT ... the station
with the sound of success.
WPAT
WPAT'FM
Commercial commentary (Com. from P . 12>
piquancy and zest to its solid, conservative Ivy League and J. P.
Morgan character traits.
But Thompson today? Well, it's the biggest, of course. And ob-
viously competent and powerful. But I get no very vivid impressio:
of what Thompson is or stands for, even though Norman Strouse i
recently announcing promotions for four top executives, stressed the
fact that they all had creative backgrounds.
BBDO, under Ben Duffy, had an aura of brass tacks, down-to-
earth realism that was quite different from the personality that Bruce
Barton and Roy Durstine gave it but was also a verv positive image.
But now BBDO. in the face it presents to the public and the trade,
seems strangely lacking in individual identitv. just as agencies like
Benton & Bowles, Foote, Cone & Belding, Compton, D'Arcy, N. W.,
Aver seem hardly distinguishable, one from another.
The search for identity
I am not suggesting, of course, that these remarks are an accurate
appraisal of the agencies themselves. I know they are not.
They're simplv impressions, picked up from reading hundreds of
press releases, items in advertisting columns, articles in trade jour-
nals, agency house ads, and speeches by agencv principals, as well a:
a good many talks with my agency friends.
Moreover, as impressions they should not be taken as criticism
of such hard-working agency public relations men as Harry Rauch
of l \R. Carl Spielvogel of McCann, and many others.
The fault (for I think it is a fault) does not lie with them but withj
the policy-making levels of agency management.
The fact is that agencies too often limit all their creative efforts ai
self-promotion to the short sharp strokes of a new business presenta-
tion. And they neglect the preliminary selling that could make theiij
way much smoother. Also, through shyness, self-consciousness, pom-|
positv, and plain lack of imagination, they fail to recognize the chan-
nels which are open to them for establishing a positive and attractive
image with many potential customers.
There are, for instance, house ads. But most agency house adver
tising today is sporadic, unplanned, spur-of-the-moment stuff, liki
the Ted Bates blast against the FTC last winter, and the recent Bur
nett protest against anti-advertising speeches at the conventions.
Neither of these great agencies would ever dream of recommendir<
such in-and-out advertising strategy to a client.
Then there is the advertising trade press which the Wall Stre
Journal has called the best that any industry enjoys.
As an editor I promise you that there are opportunities to bui d
valuable prestige through the editorial pages of the trade press whicl
not one in 20 agencies is smart enough to take advantage of.
Finally, there are the outside activities of agency executives whica
if properly thought through and organized, could contribute so greatll
to over-all agency reputations.
When an agency president agrees to become head of a Red Crosl
or Heart Fund drive and this news is solemnly sent out in a prea
release I am not sure that it adds much to an agency's stature.
For that matter, when Marion Harper delivers a ringing spee^
praising "the spiritual values inherent in luxury," I don't quit
know what it contributes to the McCann-Erickson image.
But there are activities which could contribute a great deal
wonder why agencymen aren't creative enough to find them?
SPONSOR • 10 OCTOBER 19<J
r hrough the Bureau of Standards with
Three Barleycorns and a Nose Tip
Pinch, the noun, used to be a unit of
measure — the quantity of a commodity
that could be taken between thumb and
forefinger. An inch was the length of the
terminal joint of the thumb — or the length
of three barleycorns laid end to end (which,
properly fermented, could be stretched to
a mile) . The hand, in case you have any
tall horses to measure, is just what you
think; equally prosaic is the origin of foot.
Yard was the distance from nose tip to
fingertips of a man's arm extended parallel
to the ground; it was also a step's length,
except to that breed apart, Harvard men,
who made it hallowed ground. An acre was
what a yoke of oxen (and a man) could
plow in a day, a rod four yoked oxen
abreast. A score was a mere tally mark, an
abacus a matter of sliding pebbles (not un-
like devices encountered by men whose
misspent youth included visits to the pool
hall) .
This was pretty subjective stuff. Today
the length of a yard is precisely delineated
by a metal rod kept by the Bureau of Stand-
ards. Its length is constant, regardless of
whether Republican or Democratic nose
tips are involved (although temperature
variations can measurably change the
length of a piece of metal) . With reason-
able accuracy we measure gross national
product (in dollars that vary) , the dimen-
sions of Miss America (not measured in
pinches) , the amount of Grade A land in
Iowa (25% of the nation's total — in rich
acres) , and the number of television sets
in WMT-TV's coverage area (426,000) and
we figure that most are working.
We segue to another measurement, a
modern-day manifestation slightly larger
than a man's hand that, with biblical veri-
similitude, grows by statistical projection.
We refer to surveys. Of these there are sev-
eral types, varying in depth, breadth, and
method. But no matter which ones for our
area you subscribe to, WMT-TV leads in
all time periods from 9 a.m. until sign-off
in share of audience, Sunday through
Saturday.
WMT-TV. Cedar Rapids— Waterloo. CBS
Television for Eastern Iowa. Affiliated with
WAIT Radio; KWMT Fort Dodge. National
Representatives: The Katz Agency.
PONSOR • 10 OCTOBER 1960
nail down
more
gales
with
SAN ANTONIO'S
ABC Television in Son Antonio . . .
the Greatest Unduplicated Live
Coverage in South Texas!
Represented by
THE KATZ AGENCY
Reps at work
Roy Holmes, general manager. Quality Music Stations, New York,
feels "the large agencies have not as yet made the effort to properb
appraise the opportunity fm presents to many of their quality prod-
ucts or service accounts. There has been entirely too much routine
buying. Some of them have talked of their interest in the medium
but have never used it. Fm is a
young and vital medium which has
grown tremendously within the
past year. It offers a selective mar-
ket with the best buying power,
and its audience is receptive. From
various surveys it appears that
46% of the fm audience has an
annual income of between 85.000-
$10,000, with 49.8% earning from
$7,500 up. The size of this adult
audience is attested to by the 15.5
million fm sets in the U. S. today.
Hooper ratings show that in 28 major markets fm stacks up as com-
petitive with am. Strong increase in fm by such agencies as Doyle
Dane Bernbach. Al Paul Lefton. and Victor Bennett is very signifi-
cant. Also, a good part of the present interest comes directly from
clients, such as Hamilton Watch. Grace Line, and Arnold Baking.
Charles Bernard, president. Charles Bernard Co.. New York, re-
ports gratifying agency enthusiasm over the first national survey of
the country and western music market, conducted for his outfit by
Pulse. It revealed that 18 r ^ of the populace in 18 markets are c-w
fans. "We didn't need the survey to convince us or the stations we
r m ...^ mt a n represent, but were sure glad we
have it on hand for those agencies
that still buy only by the numbers.
In our four and one-half years of
^^— « "VB^ m specialization with stations that
m.^ ^kJF program carefulh selected coun-
**; try music, we have sold over 50
W^mt blue-chip advertisers, with the Sin-
clair account running on 30 sta-
tions for over two years. For an
9 average minute spot rate of $7 on
our stations, we deliver 1,000 loy-
% al listeners for less than the cost of
a seven-cent air mail stamp. A 85 20-second spot buys 1.000 listeners
for only four and one half cents, and a S3 I.D. delivers 1,000 prospec-
tive buyers for less than the cost of a three-cent stamp. Our slogan is.
We'd rather have 100.000 loyal listeners who will buy. than one
million who will just listen. Our network totals over 50 stations."
SPONSOR • 10 OCTOBER I960
-«p
**■
V-
■s*
. 3 P W- 9 =00 P.A,.
>*
"h.
&
Spend your time more profitably
in North Carolina
£
.<•■
<*>•
,ov
/•ov
~v v
•M*-'
>•
-.0^
-*•'
4^
a
.^
>
s
where WSJS television
gives you grade A
coverage of more homes than
any other station
television
Winston-Salem / Greensboro
CHANNEL 12
\
\ MOUNT AIRY. .
J Win
NT AIRY. o |i LEAKSVILLE"
'"-» , V^>" HplBSVILU*
Winston-Salem fTZlJ, rr-i ""•" ! J
- - win W 6URU > GT
1VIUF S _ 1 i/ 'o
THOMASVILLE -"
._. MOORESVILLE • I
'"*
' 00 4.M. 9:30 *•*•
^-STATESVILLE- /LEXINGTON
.>t.A! ; "SALISBURY "ASHEBORO
KANNAPOLIS
J 1 *S«L£ ONCO,,D _
,'-'• ^- '.^^ T ■ ° ALBEMARLt
High PomiY ' " 7' .
D „„Y "ASHEBORO t s
us: J!.„m* v %<;
RD ^X^ \ °° o ov .
PETERS, GRIFFIN, WOODWARD-REPS
10 OCTOBER 1960
OITTSTANI XG- VALUES
JOB LOT OF STOVES !
I WS^
i^iiTiMiy"^
I ■
** — ■*^ — " """vi^B* 1 CD
^^^^^^^
Twenty-Five Per Cent. Lower Than Ever Sold Before.
StS^A ' .
CT&&M
r jr» & wott-ts,
I960
WAT
Lancaster, Pa.
NBC and CBS
MULTI-CITY TV MARKET
316,000 WATTS
Best buy in the Lancaster/Harrisburg/
York area today. This Channel 8 station
is far and away the favorite in these three
metropolitan markets and in many other
communities as well. WGAL-TV delivers
this responsive, prosperous viewing
audience at lowest cost per thousand.
WGAL-TV
CAcuobd £
Lancaster, Pa.
NBC and CBS
STEINMAN STATION
Clair McCollough, Pres,
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
10 OCTOBER I960
Ca»yrl|ht I960
PUBLICATIONS INC.
There's a movement afoot among bellwether tv station operators that could
have decided repercussions in two areas: (1) chain-break privileges and (2)
ground rules for network product protection.
What these broadcasters are basically aiming for is a grand reappraisal of the economic
climate created for affiliates — particularly with regard to spot business potential — by the
myriad new ways that network time and programing are being sold.
Changes in network selling concepts, it is contended, make it imperative that networks
and affiliates jointly embark on a study centered around these questions:
1) Has the mushrooming of nighttime as well as daytime spreads and participations, the
crossplug, the hitchhike, the cowcatcher, etc., substantially undercut the affiliates' posi-
tion in the sale of spot?
2) Have these practices made antiquated and impractical the traditional rules
relating to product protection and their amplication to chain-breaks?
3) Should revisions be weighed for (a) the allotment of more time for chainbreaks,
(b) the placement of the ever-expanding credits crawl and (c) and any other standards
that would compensate affiliates for the economic squeeze engendered by the changing com-
plexion of network selling concepts?
(See 17 October sponsor for a full-dress probe and analysis of this issue.)
A somewhat surprising sudden entry into radio : Fisher Body (Kudner) for
eight weeks, starting 7 November.
Other radio buys of the past week: Pall Mall (SSCB), using 50 spots a week for one
week each in November and December; Chapstick (Gumbinner), in six-week flights; Kraft
Miracle margarine (NL&B).
Incidentally, reps with top stations in major markets report they're unable to clear for
any more business in traffic times before 1 December; the schedules are that loaded with
automotives, cigarettes, gasolines, toiletries and foods.
National spot tv keeps perking along with new business for the fall.
The orders and calls for availabilities include: Lever Imperial margarine (FC&B),
eight weeks; Tenderleaf tea (JWT), five weeks; Lipton Tea (SSCB), seven weeks; O-Cello
(D-F-S), four weeks, Yuban ground coffee (B&B) six weeks; Jergens lotion (C&W), three
weeks; Simonize (D-F-S), six weeks, packages based on total ratings.
King Sano cigarettes will do a series ©f weekend spot radio blitzes starting the
middle of this month via LaRoche.
The initial flight's are for six weekends. Markets: New York, Los Angeles, San Fran-
cisco, Philadelphia, Washington, Cleveland, Boston and Detroit.
Reps are wondering just how much will come of the sweeping requests for
availabilities that they're getting from GB&B in behalf of the Democratic National
Committee.
Instead of suggesting a pattern, the queries cover the whole waterfront. The agency's
asking what's open in minutes, 20's ID's, prime, daytime and fringe time, etc.
Already the committee has disclosed to the press that it's had to call off some reserved
network time because of a stringent bankroll.
PONSOR • 10 OCTOBER 1960
19
-
SPONSOR-SCOPE continued
You might call this the end of another era: Wrigley, after 31 years with CBS
Radio, switches its network radio business to NBC in late December.
The close personal link over these years, of course, had been Phil Wrigley and Les Atlass,
CBS' now retired midwest chief. Now running the gum company's advertising roost
is a nephew, Wrigley Offield, who, CBS notes, attended college with NBC's Bill McDaniel.
It is also recalled that during the past era, CBS spent some of the millions it got from
Wrigley as a tenant of the Wrigley Building on Michigan Avenue.
Pillsbury's planned 52-week spot tv buy seems to have bogged down in mid-
stream due to some budgetary confusions.
Turns out that some of the money that had been allocated for the spot campaign to meet
the stiff cake-mix competition had been siphoned into network participations.
The agency, Burnett, is now waiting for budgetary realignments before going ahead
in all the proposed markets.
Toni's also got a candidate in the hair-coloring sweepstakes: Colorcade.
It's being tv-tested via Wade, which helped launch Alberto-Culver's Treseme.
For those agencies that occasionally are asked by clients how each network has fared
in average cost-per-l,000-homes-per-commercial-minute nighttime over the past
five years SPONSOR-SCOPE has compiled the following table:
YEAR ABC TV CBS TV NBC TV
1956 $3.93 $2.80 $3.31
1957 3.82 2.65 3.52
1958 2.86 2.97 3.27
1959 2.66 2.93 3.43
1960 2.78 3.17 4.17
Note: All averages are based on January-February reports.
Spot tv may eventually find Japanese-made products a substantial source of
income.
Reps last week got a letter from the New York branch of Dentsu Advertising, Ltd., asking
that it be placed on station information mailing lists, because it was in process of checking
its account lineup for tv prospects.
The letter stated that Dentsu was the largest agency in Asia, with $130 million in
billings and a network of 30 branch offices in Japan alone.
For the first time since 1954 U. S. Steel will forego its Operation Snowflake,
which has served as a boon for spot during the Christmas selling season.
The promotion put the spotlight on kitchen appliances made of steel.
Explained BBDO: the objective has been totally accomplished.
Even before the new tv network line has had a chance to go on public display,
certain agencies are off" and running in their planning and searching for next
season's programs.
Ask them why and they tell you the cause is two-fold: (1) they're worried that the look-
alike of nighttime programing may become so palling that chunks of regular view-
ing will drift away; (2) their agencies have fortunes at stake in the medium and they have
to do something on their own to protect this interest.
What it could mean: free lance producers will have a better chance to compete
with the machine-made stuff of the big Hollywood studios, providing they're working on
things which depart from threadbare formulas.
20 SPONSOR • 10 OCTOBER 1960|
SPONSOR-SCOPE continued
The tv networks don't appear to be in a hurry on making a decision on what
two-and-a-half-hours of the nighttime schedule they'll carve out as option time.
Inquiry by SPONSOR-SCOPE last week, generally speaking, elicited this response: we're
weighing all the factors and facets but we can't say how soon before the first of the year we'll
be ready to move in rewriting our contracts with stations.
NBC TV affiliates are garnering something of a harvest from the spate of min-
utes that the network has opened up to them in nighttime programs.
Some reps report that they've already sold out of these odds and ends.
Although the spots are recapturable on two weeks notice, the network has assured the
affiliates there's little chance of anything happening before 1 January.
Apparently Vitamin Sales (Fairfax) is now convinced that daytime tv can de-
liver mail orders in steady profusion.
It used to buy a quarter-hour at a time and wait for returns.
Last week the firm gave ABC TV an order for seven quarter-hours to be run off in a
13-week cycle.
It doesn't look as though the 1960-61 season will have as many trade associa-
tions using network tv as did the previous one.
The lineup at the present moment:
TRADE GROUP PROGRAMING USED
American Dairy Assn. Today
American Gas Assn. Barbara Stanwyck alt. wk.
Watchmakers of Switzerland Today
Pan-American Coffee ABC TV daytime
U.S. Brewers Foundation Specials
Among the missing: Florida Citrus, Edison Electric Institute, Florists Telegraph.
NBC Radio estimates it will show a profit of over $3.25 million for 1960, and
that its compensation to stations will come to about $3 million.
The network says its income from co-op is less than 2% of the total take.
Armour (FC&B) has allied itself with ABC TV for a combination package.
The order covers four weekly quarter-hours of daytime and participations in the Untouch-
ables, Hong Kong and Maverick. Annual rate of the business: $6.5 million.
ABC TV appears to have become miffed at NBC TV's tendency to skip around
among age groups in claiming housewife viewing predominance.
With the intent of stopping NBC in its tracks ABC cites a couple of tables on total
housewives reached per week, noon to 5 p.m., Monday through Friday. One table
was put out by NBC a couple of months ago. The data was based on ABB December 1959
audience composition. The other table shows ABC's housewife breakdown in the ARB August
I960 report.
Here are the tables :
AGE GROUP NBC (DEC. 1959) ABC (AUG. 1960)
18-29 2,350,000 3,096,000
30-39 2,600,000 2,670,000
40-49 1,970,000 1,932,000
Over 49 3,260,000 3,380,000
TOTAL 10,180,000 11,078,000
• 10 OCTOBER 1960
\^d
SPONSOR-SCOPE continued
Spot tv got somewhat of a jolt last week from Detroit: the Pontiac Division can-
celled the five-week schedule it had set weeks ago to hegin 1 November.
When the notice came through the reps were faced with this question : should they agree
to wipe out the entire obligation, though a portion of it could have been enforced, in face of
the fact that Life and some newspapers refused to cancel?
The problem was debated within the SRA and the decision was to give Pontiac, which
placed the business via MacManus, John & Adams, what it asked for.
The spot campaign was to focus on the Tempest compact and the reason given for can-
celling was there was some trouble at the factory.
WPIX, N. Y., lost about $50,000 worth of business to a competitor, WNTA-TV, last week,
while the NAB code board was pondering the question as to whether cocktail mixes came
within the purview of the ban on hard liquor.
WPIX is a subscriber to the code, while WNTA-TV is a non-member. The product in-
volved: Holland House cocktail mixes. The board eventually ruled in the affirmative.
Judging from the preparations going on, you can expect the most furious
scramble for daytime business among the tv networks that you've yet seen.
Raiding attempts will be rampant, with a lot said about the advantage of splitting day-
time activity between networks in order to beef up cost efficiency.
The protagonists in this battle will probably be limited to ABC TV and NBC TV,
since the top CBS TV sales echelon, sitting smug with its nighttime sellout situation, seems I
little inclined to match the sales policies effected by the competition in recent months.
As Madison Avenue sees it, Norman Strouse's appointment of Dan Seymour and
Wallace Elton to jWT's executive committee demonstrates this: (1) he's now able to |
act freely and (2) the transition path from the old to the coming ruling caste has been smoothed.
The elder regime represented on the committee: Sam Meek, Henry Flower (two
powerhouses of the agency business) and Howard Kohl, personnel head for over 30 years.
(For more on JWT's realignments see NEWSMAKER OF THE WEEK, page 6.)
What is likely the last radio and tv holdout against beer, the Frank Gannett
group, has now gone the whole works.
Some years ago the late newspaper publisher modified his stand on network beer pro-
grams : they would be cleared on his stations if deemed in the public interest.
The stations, located in Rochester, Binghamton, Elmira and Danville, 111., will now take
beer whether network or spot.
There's been quite a burst of action lately among such agencies as Bates, Ayer
and JWT in updating their presentations anent tv for their clients.
They're scouring numerous statistical and information sources for their documentation.
TvB will have out by the first of the year a book primed to show Sears man-
agers how to use tv at the grass roots.
It's in cooperation with the retail chain's headquarters management.
A similar how-to-do-it will be compounded for members of the National Retail Mer-
chants Association.
For other now* coverage in this issue, see Newsmaker of the Week, page 6;
Spot Buys, page 44; News and Idea Wrap-Up, page 64; Washington Week, page 59; SPONSOR
Hears, page 62; Tv and Radio Newsmakers, page 72; and Film-Scope, page 60.
22 SPONSOR • 10 OCTOBER 1!
960,1
<
FARM GAL AT EVENING CHORES
. . . in tk S&md oj JdiHk and ^oney!
She's getting ready for a "Barn Dance", 1961 version, at her
Country Club! Seriously, our people enjoy living at its best. And
our Station reflects that better life with
1. Channel 2 for those extra counties.
2. CBS for the best in Public Servrce.
A tfie (£ahd oj <JMk ad ySfotiey!
SREEN BAY, WISCONSIN
HAYDN R. EVANS. Ge
NSOR • 10 OCTOBER I960
IN INLAND CALIFORNIA (and western nevadai
BEELIN&«ao«o
Fresno is the nation's Number One
agricultural county and the heart of
America's raisin industry.
More Fresno listeners will hear
about your product on Fresno's Bee-
line station, KMJ. Compared to the
second best stations in this market,
KMJ delivers:
35' i more of the morning audience
14' ,' more of the afternoon market
31%more of the evening audience
(April 1960 Pulse)*
No question but that Beeline Radio
is your key to the desirable Fresno
market. And that's true for all five
Beeline markets in the Billion-Dollar
Valley of the Bees. As a group, the
Beeline stations reach more radio
homes in these markets than any com-
peting combination — at the lowest
cost per thousand.* Ask about the
three discount plans that make Bee-
line Radio a timebuyer's dream.
♦Nielsen and SR&D
KFBK
KBEEoWs.o
KMJO H«SNO.
KERN |j««s«ho
\
/UcClotcluf BAoGu£ca*t"u^ CoHtf>o*«f
SACRAMENTO, CALIFORNIA
PAUL H. RAYMER CO., NATIONAL REPRESENTATIVE
SPONSOR • 10 OCTOBER 1°6J
49th and
I
Madison
Needed support
Your lead article on radio ("Radio's
Big New Burst of Creativity") in the
September issue of SPONSOR leaves
me defenseless. Obviously, I was run-
ning off at the mouth when I should
have been inhaling with my eyeballs
as your story hits our radio tar-
get right in the teeth.
This is just the sort of support we
needed and believe me we are much
impressed.
Jay Barrington
asst. to gen. mgr.
WDAF
Kansas City, Mo.
Us, too!
fCOOO's claim that it has the only
woman account executive in the Mid-
west is "KOO0-K000." For KCFM,
Louis' oldest fm broadcasting
station, has an all woman — all 34-26-
55, 5' 6VI2" of her — account execu-
ive. Miss Gertrude Bunchez.
We hope K000 doesn't mind
haring this distinction with us in
he Midwest.
Harrv Eidelman
president
KCFM
St. Louis
ponsor is such a thoroughly read
lagazine that I'm sure several people
ave mentioned to you the caption
lix-up in the story, "TvB backs top-
vel research competition" in the 3
ctober issue.
But just for the record — and for
>ur morgue file — I'd like to report
at my face ended up over Dr. Leon
rons' name, and his over mine.
Milton Sherman, Ph.D.
client service director
MARPLAN Div.,
McCann-Erickson, Inc.
N. Y. C.
arch at the Tel,
Long memory
The article in the September 19th
issue of SPONSOR entitled "Action Tv
Shoofs Brylcreem To Top" naturally
attracted my attention. (Incidentally,
it was 1958, not 1957, that this ac-
count moved to K&E.)
In this connection, I cannot help
but recollect the original article on
Brylcreem which you ran in July 23,
1956. I think it would prove quite
interesting if you reviewed this in the
light of the current article.
J. William Atherton
Kastor Hilton Chesley Clifford
Atherton, Inc.
N. Y. C.
Negro supplement
I've just received your 9th Annual
Negro Radio Supplement and you've
done it again. It's even better than
your last one, and I can readily see
we're going to be giving it a lot of
use down here during the coming
months.
Sam Vitt
Doherty, Clifford, Steers &
Shenfield, Inc. N. Y. C.
The Negro supplement to your Sep-
tember 26th issue of SPONSOR con-
tains an error which I believe should
be corrected. As owners and oper-
ators of Station WNJR in Newark, we
were distressed to see, under "Negro
Station Profiles," a listing for WHBI
Newark claiming 168 hours per wee'v
on the air.
WHBI is on the air Sundays only,
sharing its broadcast week with
WADO in New York which broad-
casts Monday through Saturday. The
listing as it stands would give the im-
pression that there are two full-time
Negro programed stations in Newark.
The fact is that WNJR is the only
100 f f Negro programed station in
either New York or New Jersey.
Albert R. Lanphear
vice president
Continental Broadcasting
Wilmington, Del.
10 OCTOBER 1960
IT'S POWERful !
See this Hollywood epic . . .
final showing tonight at the
Bangor Drive-In.
Traffic is snarled on all
Maine highways.
(Held over another week)
Hundreds of local and national
advertisers have come to expect
"special" results from Powerful
Channel 2.
Combine 2 with Portland's 6 on
a national spot buy and save an
extra 5%.
See your Weed TV man.
WLBZ-TV
NBC for
BANGOR
MAINE
MAINE BROADCASTING SYSTEM
WLBZ-TV, Bangor WCSH-TV, Portland
Ko.#*e«
t—*
/VyeAr/eJe**^
tor-
fUs'<*^ T
THANK YOU
KAREN „
friends who attended WTOL's Day at the Zoo.
Zoo director Phil Skeldon, said it was the big-
gest day the Toledo zoo EVER had!
We're proud of our ability to sell an item, an
idea or an event . . . because both our adver-
tisers and our community benefit. Sure, we
deliver book numbers, but we wanted you to
see the actual people.
WTOL -TV RADIO
The Community Broadcasting Co.
WTOL-TV represented by <•** H-R Television
WTOL Radio represented by Gill-Perna, Inc.
^ SPONSOR
10 OCTOBER 1960
DO BIG AGENCIES O
'CONTROL' SPOT TV f
FACTS OR FICTION?
ood spot slots aren't available
the medium or small client
Highest paid men from rep firms
have first call on the best spots
ig agencies get first option on Agencies have option to shift
pst spots and control tv time | spot from one client to another
As fall spot tv schedules begin to peak, the annual
ablings are heard about big agencies' 'monopoly'
Buyers and sellers of spot time outline what the
Ipors are, where they come from, how much is fact
1/ou tried to buy a spot tv sched-
11 this week which included hot
U> in hot markets, and if you want-
> get on the air within the next
llth, you'd be in for a rough and
1 a disappointing time.
||:t because this has been happen-
l,n the past couple of weeks, some
]|»pointed clients and agencies are
that they've been "frozen
I by the "big boys" — the blue-
chip advertisers and the "Top 10"
agency shops. Their problem is sim-
ple : they didn't get there first — either
fastest or with the most planning.
Tv spot buyers dallied most of the
summer so that intensive buying
peaked late in August — far beyond
the usual cut-off for fall-winter sched-
uling. But when buying began, it
rushed through client-agency-repre-
sentative offices with the force of
Hurricane Donna so that the hottest
spots in the hottest markets are gone
— but only temporarily, say the reps.
They stand firm against the rumors
and murmuring* of disgruntled
charges that the big agencies "con-
trol" prime tv spot time, squeezing
out the small, and that smaller cli-
ents and agencies are discriminated
against.
Agency executives queried by
sponsor on this subject align them-
selves unanimously with the basic
stances of station representatives,
but they contend there are occasional
shifts of favor toward some agencies
and clients, and that a few reps switch
ground rules on occasion.
The biggest single factor which
makes the prime spot tv squeeze alle-
10 OCTOBER 1960
27
WHAT ADMEN AND REPS THINK ABOUT
MUTTERINGS OF 'BIG AGENCY CONTROL'
STATION REPS say buying hinges on "first come, first serve" sales
premise. They contend (1) buys involve fringe as well as prime time;
I 2 ) more prime times are available than ever before as stations open
new slots, as advertisers tend toward flights rather than long cam-
paigns; (3) only stations control time. Pictured (I), Ralph Allrud,
I' lair-TV account executive, with Bill Warner, Ted Bates timebuyer
SY FROLICK, broadcast v.p. at
FRC&H, New York, thinks the
successful buy is based on a per-
son-to-person relationship be-
tween buyer and seller, that
smaller agencies may well have
edge on big ones in this regard
MARVIN RICHFIELD, media
director of EWRR, New York,
says major responsibility for suc-
cessful tv spot buy rests with buy-
er, who must be "negotiator" or
"horse-trader." He thinks savvy
timebuyrrs should get higher pay
gation a speculative rather thai
factual issue is this: More time sh-
are being opened up than ever b
fore, with such moves as that
ABC TV affiliates to build seven ne
40-second announcement periods 1
tween the last two network shows |
an evening.
And regular announcement perio
are opening up for new sponso
faster than ever because today's bu
ing calls for shorter-term "flights'
for four-, six- and eight-week cai
paign periods. These days, says Ja
Denninger, eastern sales manager
Blair-TV, "a long-term campaign cc
ers 15 to 20 weeks."
Reps say there was a squeeze — I
not a freeze-out — in the severe i
of tv when the majority of adveri
ers wanted long-term schedules
so their times didn't open up w
much frequency.
Both the seller and the buyer ag
that this kind of sotto voce grousi
is an annual ailment most plaguin
prevalent during the fall solst
Says Frank Pellegrin. president 1
H-R Representatives: "I've heard |
squeeze charge muttered at least 1
times," but he has yet to hear
first documentation which w>
prove (he assertion. Jack Dennii
notes that he's heard it "every j
for 12 years since I've been in
business!"
Just what are some of these I
mured charges? And how factu
based are they? How much favd
ism is there in the sale of televij
spot time to one agency as opp<
to another?
The allegations reported to 61
SOR by agency media executives a
to follow these general lines. In i
instances the media pros were <
ing ideas and themes which thev
heard "somewhere" but with
they did not agree.
First, there's the broad ass<
that the agencies spending the
money in television get first '
on all prime, good or hot avai -^
ties which turn up.
Second, there's the charge I
the big shops are permitted bvl
tions and representatives to
trol" time slots by shifting a
ule from Product A to B made
same manufacturer, or to mcs
another client automaticallv whd
first one cancels the schedule.
-:>ONSOR • 10 OCTOBER I
Third, there's the allegation that
is concentration of spot time where
le spot tv money is — in the big agen-
es — closes out (a) medium and
oall agencies, (b) medium and
nail advertisers, and (c) advertisers
w to the medium.
A peripheral complaint to the first
»int — about reps giving the biggest
ot agencies first option — is that the
ost experienced, highest paid men
om a representative organization
B U on the biggest and richest agen-
H and that these executives have a
j^or claim on good availabilities
i,er sales associates.
Representatives as well as agency
t;dia executives scrambled to refute
;se broad allegations. Said Frank
mp, vice president for media at
mpton Advertising: "By and large,
re's a fair shake for every agency,
tting good availabilities is more a
iiction of the quality of buyer than
Machiavellian stranglehold!"
jjWarvin Richfield, media director of
,vin, Wasey, Ruthrauff & Ryan,
.nmented: "Large agencies don't
r e a monopoly on good spots; I
get as good a schedule as anyone
Young & Rubicam or BBDO for
simple reason that if reps don't
b me good spots they won't get my
liness!" And Sy Frolick, vice pres-
lt in charge of tv and radio at
cher Richards, Calkins & Holden,
;ed, saying, "The fact that I — in
/nailer spot tv agency — have had
good luck in getting spot sched-
gives the lie to this. How would
'sstoil ever have happened if this
true?"
The Lestoil account, now an in-
ry giant, started as a "backroom"
ufacturing plant and built its en-
distribution and sales operation
pnally on a foundation of spot
ision at a time when reps hadn't
d either of it or its agency.)
pspite general unanimity in term-
j:he spot tv availability picture a
|one, one adman who declined to
ioted said there "was some small
of fact" in the allegations. He
"There's a small fire but massive
■vs of smoke." He and his col-
e thinks the smoke comes from
small fires:
It's true that representatives
it a P&G, for example, to switch
■chedule from one product to an-
I. All media permit this, as long
as the corporate client remains the
same. But some people therefore as-
sume schedules are switched haphaz-
ardly — and automatically — once they
are "in" an agency.
2. There have been a few instances
where a schedule has been shuffled
between clients, although everyone
queried by SPONSOR could think of
only one example, involving Benton &
Bowles two years ago.
3. Because salesmen from the same
representative firm compete with each
other for sales, commissions and pro-
motions, some observers jump to the
incorrect conclusion that they also
compete for availabilities. A small
"bucket" shop rep might do this, but
none of the big ones would permit
such chaotic disorganization . . . nor
would their stations.
4. In many instances a top execu-
tive of a rep firm will trouble-shoot a
major account because of the money
involved in a contemplated buy or
cancellation, and this perhaps gives
rise to one charge that these top men
control the best spots and take them
only to the biggest agencies. But the
modern representative firm assigns
salesmen by account and divides
small, medium and large agencies
evenly among them.
5. There are instances in which
advertisers or agencies of any size
can't get what they want in the way
of spot availabilities. This may be
because they're calling on too short
notice, that they're inflexible in their
stipulations, that they want an im-
mediate "airing." This leads to the
charge of "lock-out" or "freeze" from
the less sophisticated buyer and client.
Several of the admen queried con-
tend that the key to the success of a
spot tv buy lies with the buyer. Sy
Frolick says, "Whether the agency
is big or little, people are people. And
a nasty buyer in a big agency will
get far less cooperation than a knowl-
edgeable and pleasant one in a small-
er shop. The key is personal contact,
experience and background."
Citing Beth Black (Cohen & Ale-
shire) and Reggie Schuebel (Guild.
Bascom & Bonfigli), Frolick said
"These are two gals from so-called
small shops who perform incredible
:■■'■'
THE BIGGEST BILLERS IN SPOT TV
jj Figures are agency and/or sponsor estimates for 1959 as to the
Top 10 ad agencies in terms of their annual spot television billings
AMOUNT SPENT IN
RANK AGENCY SPOT TV IN MILLIONS
1.
TED BATES
$47
2.
BENTON & BOWLES
33.2
3.
BBDO
26
4.
McCANN-ERICKSON (Tie)
21
5.
YOUNG & RUBICAM (Tie)
21
6.
LEO BURNETT
19.5
7.
N. W. AYER
19
8.
COMPTON
17.9
9.
CUNNINGHAM & WALSH
14
10.
J. WALTER THOMPSON (Tie)
11
11.
DANCER-FITZGERALD-SAMPLE {Tie) 11
Total
$240.6
SOR • 10 OCTOBER 1960
magic in finding availabilities which
aren't there ! As a matter of fact, the
big agencies are more likely to have
dead-heads than the little ones, and
they can he hidden and covered up
better with bo main people around!"
Marvin Richfield' of EWRR agrees i
that the focus of successful buying is
with the buyer or. as he calls it. the I
"negotiator or horse-trader." He finds
the availabilities he wants, but he
goes beyond the normal buying rou- I
tine of calling and getting avails.
He knows exactly what he's look- ||
ing for, in what markets and at what
cost. "Some buyers, unfortunately,
are at the mercy of the rep salesmen.
and some of them therefore get left
out in the cold. You have to know
how to temper frequency and cover-
age to sell a given product." and this
type of buying transcends the simple
avails and costs-per-1,000 he says.
Richfield estimates that only 10 in
some 200 media people he's worked
with in agencies have been good "ne- •
gotiators," a prime buying requisite.
"The man who spends S5 million in
spot tv wouldn't think of hiring a guv
for more than $8,000 to keep the
agency honest!" he charges, adding
that he believes in a "negotiator-
buyer" who knows (1) the mechanics
of buying, and has an intimate knowl-
edge of ratings services and computa-
tion so it can be explained to the cli-
ent concisely; (2) who has presence, ||
because he or she needs to talk to
the reps and perhaps to account peo- .
pie who may not know the intrica-
cies: (3) who has judgment, an abil- 1
ity to make a deal in favor of the I
agency and client.
Pellegrin of H-R contends that ba-
sic buying strategy militates against
the charge that schedules are "con- 1
trolled" by an agency for several ac-
counts. Two major factors are in- i
volved: "First of all. there's usually
product conflict. If a time slot has
been cleared for Product A. part of i
the clearance involves separation from I
competitive items. More than likely
this same clearance wouldn't hold I
true for Product B, so from a mar-
keting point of view the agency would
not find it feasible to switch.
"The second factor is that station ;-..'
lineups wouldn't match the market
profile of two different accounts, and |$
by the time you added some stations
i Please turn to pape 50 i
30
AGENCY TV EXECS:
NOT EXPENDABLE
^ Despite shift to buying spot carriers, participations
agency programing departments are not on the way ou<
^ Networks agree that the agency programing execii
tive's voice is in direct proportion to his own standing
Kvast week Alan Stoneman, presi-
dent of Purex, filled 12 inches of one
of the nation's most influential news-
papers with a "hands off" statement
regarding his company's sponsored
tv shows this season. Sponsor rela-
tions to network programing were
referred to by Stoneman as "inter-
ference."
The article must have left some
verv highly paid and hard-working
executives, including some at the in-
terviewee's agency, wondering wheth-
er the president thought that his an-
nounced 50 r c sales increase was
accident. It also raised the questio
as to yvhat role the agency tv execi
tive plays if he can be barred froi
participating in a special, in the 11|_ fc
of the trend to buying spot carrier
and multiple participations, and tl
passing of control of all but 15 nigh
time shows to the networks.
Spokesmen for agencies high on tl
list of network tv users, as well as t
major tv networks, resented the i
plication of "interference" and dj
dared that an increasingly importai
i t
- !
AGENCY INFLUENCE STILL HIGH . .
DAVID LEVY, NBC
"Most of the agency's comments are constructive," says NBC's David Les
"and the agency executive is usually well trained and a very good int
preter." BBDO's George Polk sees agency tv programing departments grt
ing, with more building of shows for clients, more need for top executhl
10 OCTOBER 15J|
nction in programing is being car-
ed out by the agency programing
ecutive. Their almost unanimous
ipraisal of his present position:
• In the flood of '59, which came
1 twin waves of declining agency
ograming responsibility and in-
easing small and varied participa-
an buys on network tv. the program-
g executive kept his powder dry
op his own Ararat and today com-
ands as much influence within the
;ency hierarchy and almost as much
ith the networks and packagers as
fore.
True, they conceded, many of the
executives from top agencies had
itched over to the packager and
[twork side. But this, they declared.
is part of the natural process of
er-marriage among the various
anches of the industry.
As David Levy, NBC v.p. for net-
rk programs and talent and a for-
r agency executive himself, point-
out, "When you look at the ros-
5 of programing guys at major
jncies you'll mostly see men who
e been through the tv production
II. As for the networks and pack-
agers, the situation is vice versa."
But the basic functions of the pre-
1959 programing executive are still
his basic functions. They include:
• The final say on recommenda-
tions for all nighttime network pro-
grams, syndications and local pro-
gram buys.
• Protection of the client's inter-
ests through influence (not interfer-
ence), however unofficial, over sub-
ject matter in the areas of controver-
sy or matters of taste.
• When purchasing spot carriers
or scatter plans, the choice of what
shows, although media may have a
big voice in deciding how many and
when.
The agency executive has lost
ground only in the matter of "con-
trol," with less than a handful of
shows still brought in by the agency
or client who are able to choose their
network. But in today's set-up, with
the network furnishing the show and
the agency furnishing the sponsor, the
word "control" is a misnomer, any-
way. The agencyman is acknowl-
edged by the networks to exert as
much "constructive influence" in be-
half of his clients as his own person-
ality and background permit.
Where he has surrendered much in-
fluence is on the multi-sponsored
shows. With a spot carrier, for ex-
ample, the advertiser is obviously go-
ing for greater circulation, not identi-
fication. The agencv programing ex-
ecutive, as one said, "may know the
show will be a stiff but will have a
big audience for a few weeks." In
manv cases, he gives media his opin-
ion and from then on it's a short-
term media buy.
George Polk, vice president in
charge of programing at BBDO. stat-
ed one case for the agencv exec.
"Basically, our department makes the
programing decisions." he said. "Any-
thing to do with content is in our
domain. Sometimes media gets into
the picture, especially in the areas of
scatter plans which are really a media
buy.
"Media makes a recommendation
for a scatter plan dollarwise," he con-
tinued. "It's still up to us, however,
to pick the shows. Very often they're
picked before they go on the air,
(Please turn to page 52)
LTHOUGH THEY BRING IN ONLY 15%
I
;_ , ,„„ ,,„„„„ ,,,,_ „„ ,„ „„ , _ „,„ mumu ,,,,,,,,,,,,,,,,,,,,,,,,,,,,, , _ _-
OF PROGRAMS
1960-61 Shows Delivered By Agencies,
SHOW NETWORK SPONSOR
Clients
AGENCY
DENNIS THE MENACE
CBS
Kellogg; Best Foods
Burnett; GB&B
GE THEATRE
CBS
General Electric
BBDO
DANNY THOMAS
CBS
General Foods
Benton & Bowles
ANDY GRIFFITH
CBS
General Foods
Benton & Bowles
HENNESSY
CBS
Gen. Foods; Lorillard
Y&R; L&N
DOBIE GILLIS
CBS
Pillsbury; Ph. Morris
Burnett
MY SISTER EILEEN
CBS
Colgate
Ted Bates
V. S. STEEL & ARMSTRONG
CBS
U. S. Steel; Armstrong
BBDO
ZANE GREY
CBS
S. C. Johnson; Lorillard
NL&B; L&N
ANN SOTHERN
CBS
Gen. Foods; S. C. Johnson
Benton & Bowles
JUNE ALLY SON
CBS
DuPont
BBDO
MR. GARLUND
CBS
Plymouth; L&M
N. W. Ayer; DFS
ALFRED HITCHCOCK
NBC
Ford
J. Walter Thompson
PETER LOVES MARY
NBC
Procter & Gamble
Benton & Bowles
\ BACHELOR FATHER
NBC
Whitehall; Am. Tob.
Bates; Gumbinner
1 PETER GVNN
ABC
Br. Myers; Reynolds
DCS&S; Esty
1 THE RIFLEMAN
ABC
Procter & Gamble
Benton & Bowles
j LAW & MR. JONES
ABC
Procter & Gamble
Compton
SOR • 10 OCTOBER 1960
31
MOGUL, WILLIAMS & SAYLOR creative team heads: Jeanne Harrison, executn
supervisor, Richard Lockman, (at left) go over last minute details befor
latest product. Standing by are John Wingate, Esquire product spokesman (
ight) and Jai
Esqui
enior v.p. and Esquire accd
musical announcement of
of the MW&S tv departnn
WHY ESQUIRE STAYS WITH TV
^ Esquire shoe polish, first brand in its field to try nighttime net tv, rose fro
obscurity to No. 1 spot in shoe polish industry; begins 12th year in televisk
^■ast week a shoe polish company
who pioneered in nighttime net tv 11
years ago returned to that medium
after a two-year venture in tv spot
and daytime net. The current cam-
paign also heralded a first for the
veteran tv advertiser — a new and
economical use of tape.
The company — Knomark, Inc..
maker of Esquire Shoe Polishes, and
a long-time Mogul, Williams & Savior
account, broke into tv back in 1950
with participation in ABC's Blind
Date, the first in its field to tr\ the
media. Since that debut date, Esquire
shoe polish commercials have made
the rounds on a variety of nighttime
network shows, and more recently,
32
daytime network and spot tv.
Tv advertising has been accredited
by both MW&S and Knomark admen
for taking the shoe polish out of
relative obscurity and placing it in a
top position. Esquire was the first
shoe polish product to establish a
strong position in the supermarket
shelf.
When Esquire began its affiliation
with MW&S, in 1945, the company's
total advertising appropriation was
in the neighborhood of S25,000. This
year — although agency and Knomark
execs are not talking — the advertis-
ing budget will come close to the
S3 million mark.
Hold That Camera — a low-budget
ABC variety show came in for <
week sponsorship bv Esquire
Blind Date. This was followed b
company's purchase of an hour stj
in the Kate Smith noontime A!
net show — during the 1951-52
1952-53 seasons.
Esquire distribution which b
to broaden during these expo:
began to gain momentum rapidl;
ter that. It was right about here
Esquire, in order to reach nod
homes, added NBC TanDem R»
on a three-time a week participate
In this period it introduced, !
cessfully, Scuff-Kote.
Later, in 1953. when Esqi
gained shelf space in food stores i
SPONSOR • 10 OCTOBER l 1
I
ipermarkets, the most extensive dis-
ibution expansion was started. To
;lp this along, MW&S "lend-leased"
3 v.p. in charge of marketing and
erchandising, Jules Lennard, to
squire for six months.
To support this move into food
itlets, Esquire placed its line on
thur Godfrey's CBS TV-Radio
ows — a single investment which
st well over SI million.
In the 1953-54 and 1954-55 sea-
ns, Esquire sponsored Masquerade
rty on NBC. By this time, accord-
to MW&S admen, Esquire had
ptured 25 c r of the entire shoe pol-
rket.
Completely sold on tv, they entered
1955-56 season with sponsorship
Caesar's Hour and came back with
enewal, the next season. Masquer-
Party was added again in 1957
over 87 stations. In the fall of
>7, they bought into the Perry
mo Show with a lineup of 180
>C stations. Here they stayed for
a second season — and bought into the
Garry Moore Show in the fall of
1958.
It was at this time that Esquire de-
cided to try a new approach: to
reach the homemaker during the day-
time hours. A heavy spot tv cam-
paign was launched and daytime net.
consisting of soap operas and wom-
en's shows were bought. Esquire was
happy with this medium, labeled Op-
eration Daybreak.
There was one small sour note,
however. There was a feeling that
Esquire dealers were not aware of the
power of this advertising program.
Some of the glamor, excitement, name
value was lacking. A certain amount
of company product prestige was gone
— with nighttime net.
The dealers had, according to an
agency spokesman experienced a
"psychological boost" in being asso-
ciated with top names like Kate
Smith, Arthur Godfrey, Perry Como,
etc. In addition — there weren't many
people watching, during the daytime,
the dealers argued.
To allay their fears — and to point
up the potency of spot tv and day-
time net, MW&S senior v.p. and Es-
quire account supervisor Richard
Lockman devised a dealer contest.
The contest — "Guess How Many Peo-
ple Will See The Fall '59 Esquire Tv
Spots" — was distributed to retailers,
wholesalers, and all their employees.
Two-color, two-page spreads in all top
trade journals featured the contest
clues. With attention directed at the
Esquire commercials in this new
manner, the dealer was awakened to
the magnitude of the Esquire day-
break campaign although he was not
able, during working hours, to catch
the commercials.
Last week, however, Esquire re-
turned to nighttime tv. The cam-
paign — to introduce the company's
newest No-Odor Boot Polish as well
as a new line of spray polishes — broke
I Please turn to page 48)
MW&S puts tv tape
to economical use
w to reach Esquire food brokers and salesmen
fastest and least costly way, was solved by
V&S creative team headed by accountsupervisor
■hard Lockman. The idea: to tape a 15-minute
c and product demonstration by Esquire com-
■y president, Irving J. Bottner, shown here
!ove left) receiving some on-camera instructions
n Lockman, and at right during the taping session.
OR • 10 OCTOBER 1960
AGENCY WEBS BOOST AIR ROLE
^ Seven national agency networks see rosy future
with broadeast media activity definitely on ascendency
^ Over 190 small- to medium-sized agencies in nation's
top markets are linked in specific network affiliation
I his month four of the seven ad-
vertising agency networks will be
having their national meetings. The
meetings will undoubtedly reflect the
fact that broadcast media are playing
a more extensive role in recent net-
work operations.
Members of agencies representing
over $550 million in annual billing
will be discussing tv program ex-
changes, local timebuying and avail-
abilities, general marketing problems,
reports on current campaigns, and
case histories.
Several vears back it was generallv
thought in the agency business that
agencv networks were formed "so that
smaller shops could huddle together
for warmth." Today, spokesmen fo
the existing national agency network
however, not only resent such a state
ment but feel it is barking up th
wrong tree. The networks, thev sa^
today operate for the mutual benefi
of their members, are growing b
leaps and bounds, and generallv con
sider their outlook to be verv rosv
indeed.
The basic objectives of an agenc
network are obvious. Fullv staffei
small- to medium-sized agencies, whir]
operate in their own markets as inde
pendent firms, also assist each otha
in basic marketing functions. There
fore, a client of X agency in Dalla
may also have at his disposal the fa
cilities of similar agencies in most o
the nation's top markets. "Networl
offices are in effect autonomous aged
cies with a family resemblance,"
Henry J. Kaufman, pres. of Henrv J
Kaufman Assoc. Washington, a mem
ber of National Advertising Agenct
Network, told sponsor.
By the nature of their organization]
member agencies can enlist account
which, on their own. they couldn|
possibly tackle. As network agencid
can woo heavier accounts, smaller j»
counts can also get the benefits of
branch agency by affiliating with
network member. As one netwoi
spokesman put it: "You can't aff
a branch outfit with an account
8100,000 ... so you best go netw
. . . and more and more smaller a
counts are realizing this."
A Boston adman told spons
"We agency networkers think that
business is local and the knowleu,
of local markets enables us to intn
duce new products, new ideas
broadcast media, thousands of m
from our home base bv virtue of i
work affiliations."
Aside from time buys and chec
on availabilities, a network meml
may be asked to monitor commerci
in his market, suggest a storvboa
used for a client in his market \fl
a similar product, or recommend
syndicated show which would be(
good buy for a specific client t
Recently one agency asked an affili
to "please suggest best tv home eo(
SPONSOR • 10 OCTOBER 1!
BASIC FACTS ON THE MAJOR AGENCY NETWORKS
F.A.A.G.
1946
1932
1928
1947
1932
1950
1938
61
16
26
$200 &
$350
21
32
$350-
$1,500
26
20
$300-
$500
Figure not
available
Figure not
available
35%
11%
22%
Figure not
available
25-35%
omist program in your area for in-
troducing new food product."
Or, one agency may be called upon
to produce commercials for another,
using local talent. Such was the case
this year with an Alabama agency
which asked its Los Angeles affiliate
ito produce in Hollywood, commer-
cials for a snuff manufacturer. When
Jack Paar's late-night show originated
from the West Coast last Christmas
season, the same L.A. agency was
called upon to supervise commercials
for an Albany agency's tree decora-
tion manufacturer-client.
Timebuying, however, is still the
most important air media service net-
work members provide for each other.
So important has it become that the
First Advertising Agency Group,
whose N. Y. franchise was left open
vhen Lee-Stockman Agency disbanded
Iibout a year ago, will only accept a
^. Y. member with top tv contacts.
Transamerica Advertising Agency
Network N. Y. affiliate Friend-Reiss
produced a tv program and did the
jommercials for the Toy Guidance
council for three years. Network
jnembers bought time locally and
upervised the commercials, as well as
newspaper tie-ins and usual merchan-
dising. "This close control on the
local level resulted in better time-
spotting, more efficient synchroniza-
tion with local customs, such as what
day is pay day in a given city/' said
Ben Reiss, chairman of the board,
Friend-Reiss. "This type of operation
saves darn costly agency time in trav-
eling the tv circuit to check on time
slots and supervise commercials," he
pointed out.
Most networks have one unique
feature unto themselves. Such is the
case with N.A.A.N., which boasts a
successful marketing division, Market-
ing Development Associates. MDA
is a franchised member of N.A.A.N.
When an N.A.A.N. member wants a
marketing service performed, it must
issue an order to MDA, which is car-
ried out and billed to the agency.
N.A.A.N. also has a central clearing
office through which all network re-
quests, billings, accounting and pay-
rolls, are filed. It also serves as a
central library for background mar-
keting information and case histories.
F.A.A.G. and Mutual Adv. Agency
Network have annual advertising and
marketing competitions. The primary
purpose stressed in these contests is
not winning an award but rather put-
ting fresh campaign ideas before
affiliates for discussion and sugges-
tion.
Billing methods vary with each
network. Where N.A.A.N. has rigid
billing practices through its central
office, F.A.A.G. gives affiliates a half-
hour's service per request free of
charge and bills the agency for time
spent thereafter. On the other hand
some networks have no set rules on
billing. One agencyman griped that
when it came to billing his affiliate,
the response was "don't bother, we'll
have a drink at the next convention."
As he put it: "This sort of puts the
damper on further requests for serv-
ice, because of obligation."
Some networks, such as T.A.A.N.
however, have regular inter-agency
billing charges. Here is T.A.A.N. 's
breakdown, on an hourly rate: steno-
graphic or clerical personnel — $2;
regular survey personnel — $2; sur-
vey supervisors — $5; junior execs
— $7.50 and senior execs — $12.
All networks have regularly sched-
uled annual, semi-annual, national
(Please turn to page 51)
JPONSOR • 10 OCTOBER 1960
35
FOOD SPENDING ON TV:
A MILLION BUCKS A DAY
l^l.iti>;nal and regional food product
advertisers laid their money on the
line fur tv at a SI million-a-day rate
during the first half of this year.
The Television Bureau of Advertis-
ing estimated today that a total of
more than S180 million was spent in
six months by these advertisers on
both time (net) and talent. The gross
time expenditures for network and
spot during the January -through-June
period came to SI 44. 766.075, of
which $88,798,000 was for spot and
$55,968,075 was for network.
In estimating the net figures, TvB
assumes that net time spending for
spot is about 70 r 7 of gross (based on
the ratio to FCC time sales data),
while talent adds another 15 r f to the
reduced figure. As for network spend-
ing, the promotion firm's researchers
add about 35 r T to the gross time level
to get a net time-and-talent total.
TvB noted that tv continues to be
the No. 1 advertising medium in 1960
"for the food industry.
Among the big spenders in major
categories:
• General Foods spent S9.320,000
alone in the top-ranking coffee, tea
and food drinks category for Maxwell
House, Sanka, and Yuban coffees.
This is a gross time figure for net-
work and spot.
• Leading in the cereals division
was Kellogg, whose gross time tv
total came to S8,028,511 for these
products.
• The National Biscuit Co. led in
the baked goods category with $4,-
087.472 for network and spot.
In the relatively less important na-
tional food stores category, A&P led
with spot gross time expenditures of
"•825.240. while Safeway was second
with S751.750. 1 "
TV'S FOOD $$, 1ST HALF, 1960
TOTAL TV SPOT TV
NETWORK TV
Baked goods
$16,836,003
$11,393,000
$ 5,443,003
Cerefds
20,666,327
5,699,000
14,967,327
Coffee, tea, food drinks
31,321,881
23,645,000
7,568,881
Condiments, etc.
6,893,485
4,500,000
2,393,485
Dairy products
9,870,622
3,884,000
5,986,622
Desserts
2,203,486
508,000
1,695,486
Dry foods
14,807,358
10,363,000
4,444,358
Fruits & vegs., juices
8,656,630
5,237,000
3,419,630
Macaroni, noodles, etc.
2,078,875
1,476,000
602,875
Margarine, shortenings
8,310,883
5,845,000
2,465,883
Meat, poultry & fish
4,110,591
3,530,000
580,591
/Vaf'I food stores
4,680,000
4,680,000
Soups
3,245,825
720,000
2,525.825
Misc. foods
9,431,869
5,820,000
3,611,869
Misc. frozen foods
1,760,240
1,498,000
262,240
Gross time expenditures. Spot — TvB-Rorabaug
i; network— TvB/LNA
BAH
REACTION
^ Agencies see 'dignity'
move as significant step in
proper direction for radio
^ Some reps and stations
wonder what the 'noise' is
about: others disconcerted
I he proposed "golden rules" of sta-
tion operation that KYA, San Fran-
cisco, set up for itself received a pat
on the back from agencymen last
week, but some sub rosa mutterings
from other industry quarters.
Agency media people welcomed the
"dignity" move as an improvement
that can enhance radio's value to ad-
vertisers. "A constructive step for
the advancement of radio," said Art
Pardoll, associate media director,
Foote, Cone & Belding. "This com-
mercial policy should provide definite
benefits for advertisers," was the com-
ment of Jerome Feniger, radio tv
v.p., Cunningham & Walsh. "A states-
manlike policy," added N. W. Aver
v.p. Tom McDermott. Others on rec-
ord as approving included Cliff Bot-
way, media supervisor. Ogilvy, Ben-
son & Mather, and William Esty's
Jack Fennell.
As for broadcasters there was both
(1) a natural reluctance to boost a
competitor, and (2 ) a let's-give-credit-
where-credit-is-due attitude. Reps and
station men willing to be quoted fa-
vored the move, though they found
it par for the course for any "good"
radio station, and didn't see what the
hoopla was all about. The unquota-
bles. however, showed concern about
how their own image might fare in
the wake of KYA's effort to recast an
image for itself.
Among the major planks in KYA's
new platform:
• A reduction in the hourlv com-
mercial maximum from 23-24 units to
18, of which 14 are minutes, the rest
30's or 20's and 10's. The number of ,
60-second commercials per half-hour
drops from nine to seven.
SPONSOR • 10 OCTOBER 1960
TO KYA 'GOLDEN RULES' MIXED
• One commercial announcement
between musical selections, where in
the past there were two, sometimes
three.
• Product protection increased
from 15 to 20 minutes, and maxi-
mum number of commercials per ad-
vertiser per hour cut from three to
two.
• Discontinuation of spots shorter
than 10 seconds and sponsorship of
time signals, weather reports, and
news shorter than 10 seconds.
• Adoption of a single rate, effec-
tive no later than 15 December. All
national business must be placed
through agency and sales rep.
According to Morton Wagner, ex-
ecutive v.p. of Bartell Broadcasting
Corp. which owns KYA, "In no way
does this action decry, condemn,
question the previous, current, and,
undoubtedly, future policies of our
own properties and those of our col-
leagues." Nonetheless, a develop-
ment of this nature can't help but
draw attention to the industry in
general.
Among the reps consulted, KYA's
plan probably got its most favorable
review from Richard O'Connell, ex-
ecutive v.p.. Devney /O'Connell, who
was "completely in accord insofar
HERE'S HOW THOSE IN FAVOR LOOK AT THE PLAN
IT BENEFITS ADVERTISERS
1 %
JEROME FENIGER
THOMAS McDERMOTT
''This commercial policy and its innovations should pro-
vide definite benefits for advertisers," said Jerome Feni-
%er, v.p. in charge of radio J tv programing, Cunningham
£ Walsh. Putting his reaction concisely, Tom McDermott,
>.p. of N. W . Ayer, called it, "A statesmanlike policy."
Ilift Botway, media supervisor, Ogilvy, Benson & Mather,
CLIFF BOTWAY
observed, "All agencies and advertisers welcome media ef-
forts to advance the dignity of the profession." In the
opinion of Art Pardoll, associate media director, Foote,
Cone & Belding, "This is a constructive step for the ad-
vancement of radio." He expressed the hope that such
action would trigger a de-commercialization trend.
IT'S A 'GOOD' STATION'S DUTY
\\leps and station men for
he most part go along
H-ith the plan, though
lany resent the fanfare
ccompanying what they
onsider a policy all
good" stations more or
follow. Most com-
letely in accord with
YA's actions is Richard
'Connell, exec v.p., Dev-
ey/O'Connell. He says
YA can now raise rates. Ralph Guild, v.p. Daren F. Mc-
avren, which represents KABL in same market, wel-
>mes move as improvement to competition there. In fa-
RALPH GUILD
RICHARD O'CONNELL
MITCHELL DeGROOT
'ONSOR • 10 OCTOBER 1960
vor of the move, but critical of how it has been handled,
is Mitchell DeGroot, radio mgr. of Paul H. Raymer Co..
who calls it a "grandstand play for editorial attention."
37
as it furthers radio's goal: to sell.
Over-commercialization dilutes the
effectiveness of sales messages. By
holding down the numher of commer-
cial units, KYA increases their value
and can charge more for them."
OTJonnell added that "over-commer-
cialization is rampant in all media,
especially print," and expressed the
hope that a counter trend was un-
derway.
The quotables for the most part
limited their remarks to a comparison
of KYA's new- operation with their
own. "Most of our stations are less
commercial," says Daren F. McGav-
ren executive v. p. -general sales man-
ager Ralph Guild. In the San Fran-
cisco market his outfit represents
KABL, which he says runs 12 com-
mercials per hour, in clusters of three
every 15 minutes. As for KYA's plan
Guild is "glad to see it. If they do
this, it should help improve the com-
petitive situation in the Bay area."
Among the unimpressed reps is
Mitchell DeGroot of the Paul H.
Raymer Co. "A grandstand play for
editorial attention; it's indicative
that the station formerly acted con-
trary to the practices of the better
radio stations."
The KYA policy is "nothing new"
to John McSweeney, sales manager,
WMCA, New York. "We've operated
that way for years, and are glad to
see another station come out with
meaningful controls on commercial
content, which we believe adds
great deal to effectiveness of radio
advertising."
Some broadcasters were on the de-
fensive. "If a station is doing o.k.,
who's to say it's too commercial?"
queried one. "It's the technique of
THERE'VE BEEN SOME CHANGES MADE AT KYA
NEW POLICY
IN THE PAST
Maximum commercial units per hour: 18. Al-
' lows 14 minutes, two 10's, two 30's or 20's.
2 Number of sales messages between musical .
■ lections will be held down to one.
{Product category protection of 20 minutes, and
■ one advertiser held to two spots an hour.
4.
5.
6.
7.
8.
9.
10.
Single rate card effective no later than 15 Dec.
Until then, 20% off for Bay area small retailers.
No announcements less than 10 seconds; no time,
weather, news sponsorship less than 10 seconds.
All announcements, regardless of type, may be
fixed at the outset within a half-hour period.
Will not accept pre-inquiry, percentage of sales,
or barter business. No orders accepted for re-sale.
Special approval required for "call right now"
copy, use of client's address in "write now" copy.
All national business must be placed through ad-
vertising agency and station s national sales rep.
Spots added to schedules during protection peri-
od will carry current rather than protected rate.
Permitted 23-24 hourly commercial announcements,
including 18 minutes, 9 per half hour {now it's 7).
Usually two spots between records, sometimes three,
though always separated by other ingredients.
Protection period had been 15 minutes, each adver-
tiser could have up to three commercials per hour.
Maintained two rate cards, one for local advertisers,
other applied to national business placed on station
Allowed spots shorter than 10 seconds, sold sponsor-
ship of time, weather, news shorter than 10 seconds.
If plan bought, position was not fixed even at be-
ginning. If category purchase, fixed only if at outset.
Accepted a limited amount of barter business, was
not involved in pre-inquiry or percentage of sales.
Permitted all "call right now" and "write now
continuity as the occasion dictated.
Infrequently accepted on a direct basis, national
business emanating from outside San Francisco area.
Charged the protected rate for additions to sched-
ules during the protection period.
SPONSOR • 10 OCTOBER 196(1
,the personality that counts. One guy
weaves in commercials more skillfully
than another. If the audiences resent
commerciality they can switch, and I
think they should be the jury that
counts," asserted one who insisted on
anonymity.
Among the disgruntlements was
widespread question as to KYA's mo-
tivation for implementing this new
plan. Several referred to the station's
relatively low position in the market.
(July-August Nielsen Station Index
finds KYA fluctuating between sixth
and tenth.) If KYA thinks this will
help its business, fine, said one rep,
'but why does it have to make so
much noise about it and put other sta-
tions in a bad light?"
As for improvement of KYA's busi-
ness, most granted that this could re-
sult eventually, beginning on the lo-
[cal level. In time the audience should
grow, "provided programing keeps
|>ace with commercial policy," quali-
fied one, and then the national busi-
es would be forthcoming.
Several additional stipulations were
ncluded in KYA's new plan, some
bund to be fairly off-beat by several
>roadcasters. For instance, the sta-
tion has banned commercials shorter
|han 10 seconds and will no longer
liccept sponsorship of time signals,
tveather, or other programing frag-
ments measuring less than 10 sec-
onds. None of the broadcasters
(ueried could see any reason for this
iction. For the most part they felt
he advertiser ought to be able to buy
s short a time period as he thinks
ie needs, though several would be
jharging the minute rate regardless
•f brevity.
Also, there was no approval to be
ound for KYA's decision to charge
he current rate for spots added to a
chedule during protection period,
hould rates have risen since initial
urchase. And adherents to KYA's
limination of sound effects from
ve commercials were nowhere to be
ound.
Among the changes broadcasters
onsidered entirely appropriate, and
3 some said, "long overdue," were
bift to a single rate (effective no
iter than 15 December) ; discontinu-
tion of barter; and requirement that
U national business be placed
irough agency and rep. ^
PONSOR • 10 OCTOBER 1960
CHIPPER as these 'newfangled' cameras, early hand-crank model
to touch of Fitzgerald's Campbell Fairley. Fairley accompaniec
Dickinson (r) and head cameraman Chester Gleason (backgrc
ihown here responds easily
Jamieson's director Jerry
nd) to shooting location
OLD FLICKER TECHNIQUE
FINDS NEW PLACE IN TV
fciast week history made a come-
back. Shelving modern television film
and tape techniques for turn-of-the-
century movie making, the Jamieson
Film Co. of Dallas came up with a
series of commercials, aired for the
first time 1 October, which could be
the start of a back-to-the-good-old-
days trend in air media advertising.
Use of the outdated "flicker" treat-
ment came to mind when Fitzgerald
Advertising agency of New Orleans,
turned over to Jamieson an assign-
ment of tv commercials for Blue Plate
Foods, Inc. which called for recreat-
ing a scene from 1910.
Jamieson's first job was to gather
authentic props, costumes, and sets.
The need for a 1910 Locomobile was
quickly answered by the Dallas Horse-
less Carriage Club whose members
eagerly pitched in and restored the
car. This, incidentally, required
3,900 hours of labor.
Next step on the agenda: Recreat-
ing the 1910 flicker effect. And here
a slight complication arose. Jamieson
found that the modern camera and
film processing, having been specifi-
cally designed for smooth action and
I pictures of high photographic quality,
could not adequately simulate the
old-fashioned technique. Solution:
to come up with an old camera (a
simple task) and one which would
work (this not so simple).
It was found pronto — a 45-year-old
Bell and Howell studio hand-crank
model — where it had been left to
gather dust in the Jamieson store-
room some 30 years ago. Surpris-
ingly the old machine went to work
with relative ease.
It wasn't the camera, Jamieson then
discovered, that was the greatest
problem, but the crew. Accustomed
to the completely motor driven equip-
ment of our time, the cameramen
were stuck for knowledge and facility
in operating the hand-driven model.
Founder of the film company Hugh
Jamieson Sr., who was schooled in
the movie making of the old days,
brought the men back-to-date on the
method.
Even director Jerry Dickinson and
his staff, spent several days re-learn-
ing the old gestures and pantomime
of the "silent" era.
With the final step taken by the
processing lab personnel, who found
they could reproduce early film qual-
39
it\ best through use of sound record-
ing film, preparation time was over
and Jamieson ready to roll.
It took some four days to complete
the commercials — a series of three
plus two days of looking for a
suitable location in Dallas. '"Getting
awaj from the scores of present-day
telephone poles, cars, and house-, w as
not easy.'" said Campbell Fairley.
T itzgerald agency spokesman, "but
once we found the right spot, every-
thing followed smoothly."
Each of the three spots utilizes the
same format, although each differs in
content. The first opens up. in typical
flicker-style, on a 1910 family driving
off to a picnic in their Locomobile.
A shift in scene finds the familv at
the picnic grounds, blanket with food
spread out before them. The voice-
over narration — used throughout all
the spots — explains how foods in the
early days were bland, unexciting.
There's a dissolve, and we're back
in the '60"s looking at a modern out-
door picnic, w ith an accompam ing
narration on the changes in food to- j
day, specifically Blue Plate Food's
prepared mayonnaise.
The second commercial, following
the style of the first with about 20
seconds of the old-style movie, de-
picts a 1910 couple out canoeing, I
leads into a 1910 kitchen where the
housewife is struggling to make her
own mayonnaise, and dissolves into
modern setting from there — first a
speedboat scene, with the couple
water skiing, then an up-to-date kit-
chen with the housewife's job of pre-
paring tasty meals simple and time-
saving because of prepared foods.
The hand-crank camera was not
necessary for the third commercial,
since the first scene was set in the
1930's.
Will this type of technique prove
successful? That remains to be seen.
since the test has just gotten under-
way. (Blue Plate Foods has bought
programing and spots in 43 South-
east and Gulf Coast markets, includ-
ing the half-hour syndicated mystery
show Brothers Branigan, which made
its debut only last week.) There's a
strong feeling of optimism, however,
on the part of both Blue Plate and
Fitzgerald executives, who feel their
unique way of telling the story will
bring rapid, substantial results. ^
•Chihuahua
FortWorth ®@Dallas ^hreveport t
~ New JBi
Austin & Houston Orleans ^
Chihuahua MAntonio
im& ©/Corpus Christi
\ T r°# Ur l| |atamoros GrLF
Torreoi
o v
Durango v
MananilfiS.City PueblaO^^, /SHE
""- Mexico '-^ ^
"~ '"uATESIA
What's going on in
Mexican television?
Frank Boehm (below), ivriter of this
article, is vice president and director
of research-promotion-advertising of
the Adam Young Co.. but his recent
trip to Mexico, out of ivhich this ar-
ticle came, had nothing to do with his
position in the rep firm. His experi-
ence in U. S. broadcasting provides
him with valuable background in eval-
uating trends developing in Mexico.
I here is probably more interest b\
U. S. advertisers in Mexican televi-
sion than in any other Latin- Ameri-
can video market.
Advertising in Mexico is a S110
million-a-year business. The bulk of
this ad money goes to radio and tv.
This is partially a result of the news-
papers' inability to meet the advertis-
ing standards of sophisticated ager-j
cies, partially because of government
restrictions on outdoor advertising
adjacent to federal highways, but it
is mostly because of the natural de-
sire of the Mexican people for thel
type of entertainment provided by thel
broadcast media and the consequent!
ability of those media to move mei
chandise.
Advertising time is difficult to o!
tain in both broadcast media, esp<
cially on Mexico City stations. Sin <
10' , of Mexico's purchasing pow
is concentrated within a short radi is]
of Mexico City, the Federal DistriJ
i the state in which the capital lie^)|
is the prime target of any efficienl
Mexican media buy.
Radio stations run the gamut m
40
SPONSOR • 10 OCTOBER 19 >C«
popular music, drama, sports and
ane station (taking advantage of the
lack of governmental restrictions)
broadcasts commercials, separated
(only by time signals at regular in-
ervals.
Television, while representing the
greatest potential sales force for the
lational advertiser (there are 660,-
,)00 television homes in Mexico, 85%
)f which are in the Federal District)
I hampered in its growth by the re-
luctance of the Mexican government
1) to allocate additional channels
n Mexico City, or (2) to permit for-
ign investments in the communica-
ions industry. Unlike other Latin-
American countries, Mexico prohibits
oreign participation in any phase of
ts communications system, which
ncludes Mexico's radio, television,
highways, airlines and so forth.
Emilio Azcarraga, who controls all
ut a handful of Mexico's tv stations
now operating or planned in the
breseeable future) is interested in
stablishing a television link with this
ountry, but admen say he appears
determined to keep imports of Ameri-
can programs to a minimum while
hinting at the possibility of an export
market in Central and South America
for Mexican programs.
Azcarraga operates the Telesistema
Mexicano, a network of inter-con-
nected stations throughout the coun-
try. Key to the Telesistema lies in
Azcarraga's ownership of all three
television stations in the vital Federal
District (Mexico City). These three
television stations (channels 2, 4, and
5) operate from the lavish Televicen-
tro in downtown Mexico City. This
production plant rivals any in the
world, with 17 studios and 60 tele-
vision cameras in use, including two
studios with facilities to seat over a
thousand people.
Channels 2 and 4, in addition to
serving the Federal District, feed
their signals to repeater stations sur-
rounding Mexico City, and this pro-
graming is further relayed either
directly or via tape delays throughout
the Telesistema. ( Telesistema Mexi-
cano. incidentally, operates Mexico's
only video tape center).
Channel 5 is operated as a "local"
station. Programing is limited t;>
films and children's programs and,
unlike channels 2 and 4, which have
identical rate cards, channel 5's rates
are substantially lower and provide
the only means by which local busi-
ness can afford to use the medium.
(There is no provision for frequency
or volume discounts).
As might be expected, the top-rated
programs on Mexican television are
comedy, musical comedy variety, and
live dramatic shows which bring lo-
cal Mexican talent to the people.
Ratings are produced monthly in
Mexico City by a firm employing the
personal coincidental technique, a
system which is not common in the
U. S. because of labor costs.
The government operates a board
of censorship which must pass on all
program material for public con-
sumption. Strangely this has result-
ed in programs such as Wyatt Earp
being classified as "adult" and not to
i Please turn to page 49)
I0BLE ADVERTISING is considered the 'hottest' agency in Mexico City currently, though ther
Shown in a planning conference (I to r), Edward J. Noble, president and founder; Alvara (
ian. creative dir.; Paul Scott, v.p. and acct. supvsr. Accounts include P&G, Du Pont, 3M, Revlon
are a number of branches of U. S. agencies
onzales, v.p. and acct. supvsr.; Jay Wasser-
Standard Brands, Carnation, Mennen, Viclc
ONSOR • 10 OCTOBER 1960
RADIO BASICS /OCTOBER
Facts & figures about radio today
1. CURRENT RADIO DIMENSIONS
Radio set index
1960
1959
106,007,095
40,387,449
10,000,000*
98,300,000
37,900,000
10,000,000*
156,394,544 146,200,000
Radio station index
End of August 1960
3,502
End of August 1959
3.406 I 107
Radio set sales inde:
TyM
August 1960
August 1959
8 months
1960
8 months
1959
Home
Auto
794,608
340,860
671,713
279,424
5,246,329
3,991,961
4,357,421
3,434,345
Total
Source: Elec
figures are fac
1,135,468
tronic Industries
951,137 9,238,290
Vssn. Home figures »re estimated
Tiese figures are of U.S. productlor
to the home sales figures.
7,791,766
retail sales, auto ,
2. CURRENT LISTENING PATTERNS
Four-fifths of the daytime radio audience are television homes
Homes using 8,407 7,566 7,368 6,478 6,330 5,934 4,896 4,302 4,154 4,500
•MONDAY- FRIDAY
The above chart, based on a Nielsen survey, shows the television penetration in radio homes by hour. The figures represent
a Monday through Friday average, November-December, 1959. Note the gradual decline in radio listening through the day.
SPONSOR • 10 OCTOBER lit
QUALITY BROADCASTING
SELLS
RICH, RICH
SOUTHERN
NEW ENGLAND
■■■■■
U G L. A S Q C-g_^
WTIC 50,000 watts
CHANNEL 9
WTVM
COLUMBUS, GA.
A Great New Market!
82% unduplicated audience on the
only primary ABC station between
Atlanta and the Gulf!
Top ABC Programs!
Shows like Maverick, Cheyenne, The
Real McCoys, Sunset Strip, Hong
Kong, Lawrence Welk, and The Un-
touchables.
The Best of NBC
Programs like Wagon Train, The
Price Is Right, and the Huntley-
Brinkley News . . . plus top syndi-
cated programs.
CHANNEL 9
0©©Q
COLUMBUS, GA.
Ask about
availabilities on
WTVC CH. 9
Chattanooga. Tenn.
The #1 night-time
Chattanooga!
National and regional buys
in work now or recently completed
SPOT BUYS
TV BUYS
American Motors Corp., Detroit: Schedules for Rambler begin
this month on about 125 stations in 75 markets. Prime night min-
utes, five to 10 per week per market, will run for six weeks. Buyer:
Betty Powell. Agency: Geyer, Morey, Madden & Ballard, Inc., N. Y.
Chesebrough-Pond's, Inc., New York: Going into about 25 mar-
kets this month with schedules for Pertussin. Placements vary, some
for as long as 26 weeks, using day minutes. Buyer: Dick Brown.
Agency: Compton Adv.. New York.
Studebaker-Packard Corp., South: Schedules for the Lark begin
this month in 25-30 markets where S-P can't get clearance for its
network programing. Buys are for eight to 10 weeks, mostly sports
adjacencies. In addition, it is placing Filmways' new situation come-
dy, Wilbur and Mr. Ed, on a dealer co-op basis, to start in January
for 26 weeks. Buyer: Bob Lazetera. Agency: D'Arcy Adv. Co.,
New York.
International Latex Corp., New York: Night minutes for Playtex
bras and gloves begin this month for 39 weeks. Schedules for the
bras are in about 75 markets, for the gloves in about 40. Bob Bruno
buys at Reach, McClinton & Co., New York. Other night schedules,
on its girdles, begin early November for 13 weeks, also in about 75
markets. Girdle is handled by Ted Bates & Co.. New York; the
buyer is Greg Sullivan.
Chesebrough-Pond's, Inc., New York: Five-week campaign for
Vaseline hair tonic starts in October. Fringe night minutes are
scheduled in about 35 markets. Buyer: Alan Silverman. Agency:
Norman, Craig & Kummel, Inc., New York.
Lever Bros. Co., New York: Silverdust schedules start at different
times in October in about 35 markets. Schedules are for six weeks,
day and night minutes. Buyer: Bob Bridge. Agency: SSCB, N. Y.
RADIO BUYS
Kraft Foods, Chicago: New schedules for Miracle Margarine start
in October in 25-30 markets. Day minutes and 30's are set for eight
to 10 weeks. Agency: Needham, Louis & Brorby, Inc., Chicago.
Chun King Sales, Inc., Duluth: Campaign for 10 weeks on its food
products starts 24 October. Moderate frequencies of day minutes are
being bought. Agency: BBDO, Minneapolis.
Fisher Body Div., General Motors Corp., Detroit: Planning its
'60-'61 campaign, to start 14 November in a four-flight series. About
300 stations in 55 markets will be bought using these minimum traf-
fic frequencies: 20 spots per week in two-three station markets; 30
in four-five station markets; 40 in six-seven station markets; 65 in
eight-or-more station markets. Buyer: Maria Carayas. Agency:
Kudner Agency. Inc.. New York.
SPONSOR • 10 OCTOBER 1960
HITCH
YOUR SELLING
TO AIR MEDIA BASICS
AND WATCH YOUR SPOT ZOOM
■
1960 AIR MEDIA BASICS $2.00
TIMEBUYING BASICS
TELEVISION BASICS
RADIO BASICS, FM BASICS
1 to 10
10 to 50
50 to 100
100 to 500
500 or more
40 cents each
30 cents each
25 cents each
20 cents each
15 cents each
To Readers
Service, SPONSOR, 40 E. 49th Street, N.
Please send me the following:
Y. 17
_'60 AIR MEDIA BASICS ISSUE
.TIMEBUYING BASICS
.TELEVISION BASICS
JADIO BASICS, FM BASICS
NAME
FIRM
ADDRESS
CO
Sg
i
5
s
5
I
:,:;:
•.<*
OO
i iS
o
MEDIA
CS
■■.&.;;
o* CO
ss &>
* S
&
t? 5
I a
S *"*
5 #
1? •»
I s
00 o
s
as
^ o
I3W HIV 0961
SOIS
CO
o
i
fiQ
s
t
*•*
s
s
..J
-•
1
* 1
ss
ft
52
3E cj
^
^
§
t
1
As more stations gain tv tape know-how, SPONSOR ASKS:
How can locally produced tape
shows be given national appeal?
E. Jonny Graff, <•/>• '« charge of sales,
eastern division, NTA, New York
Although it seems academic to
mention it at this late date, it is a
proven fact that locally produced tape
shows can and do have national ap-
peal. There is no mystery to how
this has been accomplished. It is
simply a blend of show business in-
tuition, good taste, and professional
production techniques. For a tv sta-
tion on the West Coast has put a lo-
cal show like Divorce Court into
more than 20 markets ; WPIX in New
York has put one-shot documentaries
like the Russian and Hitler films into
many major markets; KDKA in
Pittsburgh has put its kiddie show
into other Westinghouse markets;
and last but not least, WNTA-TV,
through its parent company, National
Telefilm Associates, New York, has
put programs like Open End, Mike
Wallace, Bishop Sheen, Alex In Won-
derland, and the award-winning Play
of the Week into national syndication
with great success.
A look at the type of shows that
have been successful in their nation-
al appeal indicates certain facts: Ob-
viously, they all start with a good
script, believable personalities, and
top-flight production; but the impor-
tant element is the general appeal of
the subject matter. Shows that deal
with religion, national themes of a
controversial nature, such as our
Open End program, the Westinghouse
produced Civil War series, or even
Traffic Court, are sure bets to win
national acceptance. On the other
hand, programs that are indigenous
to local areas, such as a fishing show
taped on the west coast of Florida,
would certainly not be adaptable to
tape syndication with any degree of
national appeal in other sections of
the country where the sport of fish-
ing is followed along completely dif-
ferent lines. Conversely, a bowling
show, a bridge game, or even golf les-
sons, when fortified with big name
performers who may be available in
certain markets, certainly are pro-
grams with a national appeal.
I have not mentioned the element
of music which is a great national
leveler. Here, if a local station is
lucky enough to have a Liberace or a
Jonah Jones group available, it can
obviously set up a musical tape show
with strong national potential. In
Chicago, WGN is even now taping its
great music from Chicago series for
national syndication after having
tested the show locally. In like man-
ner, KDKA in Pittsburgh is consid-
ering using its own excellent musical
groups as a springboard for a syn-
dicated tape show with national ap-
peal. However, if I were to give ad-
vice to local stations regarding the
formating of programs for national
exposure, I would urge them not to
try to compete with the major market
stations who have available all the
big name stars necessary for good
dramatic or musical casting. I would
suggest to them that they think in
terms of specialized programs that
they can produce with their limited
facilities, yet which will stand up
when compared with the material
coming from the production centers
of the country. For example, a sta-
tion in New Orleans produced a most
unusual documentary concerning a
dav in the life of a Carmelite nun.
By taking the viewers inside the clois-
ter and through the ceremony the sta-
tion was able to create a memorable
and unusual program just recently
shown on our New York station
WNTA.
In summing it up, his shows can
spring from most any source. There
is no predicting what the changing
tastes of the American public will ac-
cept as subject matter with national
appeal. When I was asked about the
possibilities of syndicating Play of
the Week, I was fearful of the recep-
tion in the hinterlands of programs
like ■"Medea," "Tiger At The Gates,"
and "The Cherry Orchard." I ques-
tioned their national appeal once we
left the metropolitan centers. How-
ever, we have been enjoying unusu-
ally high ratings throughout the
country with these same programs.
The same is true of Open End, which
many people would consider an egg-
head show and one which would not
go well outside of New York.
So to all your frustrated produc-
ers who thirst for national recogni-
tion, survey your market for out-
standing personalities, unusual loca-
tions, or gifted writers who can tie
together all these indigenous elements
into a genuinely interesting presenta-
tion, and vou will have answered the
question that started this article.
Ward L. Quaal, nce president and gen-
eral manager, fFGN, Inc., operating JTG.V
Syndication Sales, Chicago
Tape is certainly opening up new
vistas for viewers everywhere. A sub-
ject of universal interest and, in some
cases, known talent, are the necessary
elements of any program produced
for national distribution.
Our Great Music series, for exam-
ple, appeals to audiences everywhere
and is therefore ideal for internation-
al as well as national syndication.
Here you have the combination of
good music's universal appeal and
the magic of such great names as
Reiner, Fiedler, Barlow, Kostelantez,
Barbirolli, Beecham and a score of
others distinguished in the field.
(Please turn to page 53)
16
SPONSOR
10 OCTOBER 1960
1960 ARB COVERAGE STUDY PROVES WRAL-TV's
©©EflDIMHiDGHB
Yes, WRAL-TV is your biggest sales picture
in the Raleigh-Durham area with top daytime-
nighttime audience from sign-on to sign-off.
I960 ARB COVERAGE STUDY
WEEKLY AUDIENCE CIRCULATION
TV HOMES
DAYTIME
NIGHTTIME
TOTAL
WRAL-TV
166,100
229,600
240,100
STATION B
152,500
21 1,300
228,200
DAILY AUDIENCE CIRCULATION
TV HOMES
DAYTIME
NIGHTTIME
TOTAL
WRAL-TV
108,800
144,500
169,800
STATION B
101,300
132,100
156,700
NUMBER OF COUNTIES IN COVERAGE AREA
WRAL-TV STATION B
48 42
ARB 1960 Television Coverage
Study places WRAL-TV FIRST in
every category. This is your number
one time buy in North Carolina's
second largest market.
• NBC Programming • ABC Features
• Local Color Film and Slides
• Ampex Video Tape Recorder
• 4 Camera Mobile Unit
• Top Talent
rsB
AFFILIATE
Represented by:
***H-R Television Inc.
SPONSOR • 10 OCTOBER 1960
WR A L
TV
5
RALEIGH, NORTH CAROLINA
ESQUIRE
{Continued from page 33 )
on two CBS shows: the 1960 initial
showing of Person-to-Person and Eye
Witness. Esquire will continue to sell
its five product line on Witness and
the CBS interview -panel show. Face
the Nation for the rest of the season.
\-ide from the matter of prestige
other reasons went into the change-
over: it was felt that after more than
two years the time was right to go
after the audiences in prime hours.
In addition — the shows themselves —
Eye Witness, Face the Nation, at-
tracted sponsorship — MW&S men told
SPONSOR.
After carefully screening "hun-
dreds of tv properties," these shows
beckoned as good advertising vehi-
cles. The Person-to-Person opening
show which was devoted to a full
half-hour visit with Senator Kennedy
and his wife, was a strong opening
for the fall 1960 campaign introduc-
ing Esquire's newest odorless product.
A new 10-second radio jingle I.D.
in the top 15 markets will bolster the
tv campaign. The six-week radio
push, which also broke last week.
For every 10 cars in the Indian-
apolis Trading Area . . . there are
13 in its Satellite Markets.
Call us . . . find out why this big
.Mid-Indiana television market is
different!
Where else will you find satellite
markets that are 15% richer and 30%
bigger than the metropolitan trading
zone itself ... or such a widespread area
covered by just owstation with no over-
lapping basic affiliates of the same net-
work!
WFBM-TV Aomimtes Mid-Indi-
ana, because it is the only basic NBC
outlet penetrating this market. K.C.S.
No. 3 confirms these facts . . . and we'll
back this up with county-by-county
retail sales figures for market planning.
Let us show you how to test regional
marketing ideas with amazing results.
America's 15 th TV Market
S° W-° ° Indianapolis — Major retail
area for 18 richer-than-average counties
1,000,000 population— 350,600 families with
90% television ownership!
o
)••* 11 Satellites — Each market
within WFBM-TV's verified coverage . . .
Marion • Anderson • xMuncie • Blooming-
ton • Vincennes • Terre Haute • Lafayette
• Danville, Illinois • Peru • Logansport •
Kokomo.
Represented Nationally by the KATZ agency
calls for up to 80 announcements a
week. It will be used to introduce
the odorless boot polish.
The Esquire campaign will also hit
Canada with one-minute tv commer-
cials in eight markets.
Esquire's return to night net also
heralded a "first" for the company.
In an effort to reach and acquaint
food brokers in the 85 key markets
as well as company sales people with
a completely new line of Knomark
products, a 15-minute-personal-touch
pep talk was taped by Knomark pres-
ident Irving J. Bottner, for distribu-
tion.
The innovation here, was the use of
tape, which brought the cost down to
an approximate one-eighth of the
cost of filming for a comparable seg-
ment. The idea — the agency's — was
born with the taping of a new song-
and-dance commercial to introduce
No-Odor Boot Polish.
Against an already established stu-
dio set, and with equipment set up
for the commercial taping, Bottner in
a natural manner, explained (and
showed) the new line of Esquire
products. Film transfers will be made
and dispatched to brokers for use in
regional meetings across the country.
To assure utilization of the tape
talk. MW&S worked with Esquire's
ad manager Lionel Braun to develop
a series of night letters.
( The first regional broker-salesman
meeting featuring the Knomark presi-
dent's taped talk was held in Chicago,
last weekend — 8 October.)
The new Boot Polish commer-
cial represents a fresh new approach
in commercials for Knomark. In keep-
ing with the concept of a new shoe
polishing product, a song-and-dance
commercial incorporating a catchy
tune and spirited lyrics was designed
by the MW&S creative team headed
by senior v. p. and account supervisor
Lockman and comprised of Jeanne
Harrison, executive tv/radio producer
and v.p., and copy chief Al P. Berger.
A bit of irony centers around the
second commercial idea which re-
volved around a pantomime routine,
featuring facial expressions drama-
tizing the jingle telling that no un-
pleasant odor can be detected in the
new polish. Looking for a good panto-
mimist with an appealing quality, the
agencv creative team considered
Jimmy Savo — and days after that
idea was discarded in favor of the
dancing commercial — He died. ^
SPONSOR • 10 OCTOBER 1960
MEXICAN TV
{Continued from page 41)
be shown prior to late evening hours,
at a risk of a 50,000 peso fine ($4,-
000 U. S.).
Copy restrictions are imposed on
products which relate to health or
well-being. No competitive claims may
be made unless the government health
board considers them to be fully justi-
fiable based on laboratory testing.
For many products, therefore, the
challenge to move goods can be met
only by the advertising agency's crea-
tive ability. Ad presentation, rather
than product characteristics becomes
the catalyst for increased sales.
Although there are many branch
offices of major U.S. agencies in Mex-
ico City, Noble Advertising, a local
agency, is considered the "hottest"
currently and in a dead heat with the
Mexico City branch of McCann-Erick-
son for top honors.
Founded in 1951 by Edward J.
Noble, Noble Advertising enjoys a
list of clients that would make many
a U.S. agency envious. Among the
more familiar "American" clients on
the Noble list are: Procter & Gam-
ble, Carnation, Admiral, Du Pont,
Kimberly-Clark, KLM Airlines, Min-
nesota Mining, Standard Brands, Rev-
Ion, Mennen, Beech-Nut, Corn Prod-
ucts, Brylcreem, U.S. Rubber, Vick
Chemical, Allstate Insurance, Mohawk
Rugs, Noxzema and Warner-Lambert.
Billings are over $4 million (U.S.).
Forty percent of Noble's ad money
is placed in radio, but the agency is
currently spending more money in tv
than all other Mexico City agencies
combined.
The heart of Noble's television em-
phasis is a unique use of the medium
developed after a thorough analysis
of the more usual forms of utilizing
tv. Early this year, Noble closed a
deal with Telesistema which includes
over five hours of broadcast time
daily over the three local Azcarraga
stations. Such a bulk purchase of
broadcast time is now being utilized
by Noble to advertise its 50 brand
names. In this manner, the agency is
able to obtain program association at
the cost of straight spot advertising.
Another departure from U.S. stand-
ards is Noble's approach to the use
of television in advertising a personal
women's product. Hal Greenfader, a
26-year-old Long Islander, is account
executive on the Kimberly-Clark ac-
count, which is using television for
SPONSOR • 10 OCTOBER 1960
the first time anywhere in the world
to advertise its Kotex product. Green-
fader reports no adverse public reac-
tion to the campaign which utilizes
the mother-daughter relationship with
virtually no "sell" involved. The
product enjoys a 70% share of all
sales in its category in Mexico.
So far as tv in general is con-
cerned, Mexico appears to be a coun-
try of conflicts. On the one hand,
there abounds creativity at both the
agency and station level, but a rigid
television situation may prevent this
country from matching the rapid ex-
pansion as it appears to be develop-
ing in other countries south of the
border, with U.S. technical, financial
and programing assistance.
More and more U.S. businessmen
are eyeing Latin America as a grow-
ing market for goods and services.
Not the least interested are the U.S.
advertising and broadcasting leaders.
ABC's newly formed International
Division has announced the formation
of networks in Central America and
Venezuela and has just moved into
Ecuador. CBS has just tied up with
Goar Mestre (the Cuban broadcasting
tycoon ousted by Fidel Castro) in
Argentina. ^
BEST WAY TO EMBRACE THE NEW YORK
NEGRO COMMUNITY...
When it comes to reaching the enor-
mous Negro Community of greater New
York, time buyers sum up their strat-
egy in three little words: "LIB IT UP"
The reasons are simple. Whether you
sell a LIBation or appeal to the LIBido
only WLIB can do-
the effective job.
we eneuuve juu. a -,-
Hotel Theresa, 125th Street & 7th Avenue. New York 27, N. Y,
EMBRACES THE ENTIRE
NEGRO MARKET IN GREATER NEW YORK
MILWAUKEE? NEW HAVEN?
NO,
KNOE-LAND
JJ
(embracing industrial, progressive North Louisiana, South Arkansas,
West Mississippi)
JUST LOOK AT THIS MARKET DATA
Population 1,520.100 Drug Sales $ 40.355,000
Households 423,600 Automotive Sales $ 299.539.000
Consumer Spendable Income General Merchandise $ 148.789.000
$1,761,169,000 Total Retail Sales $1,286,255,000
Food Sales $ 300.486,000
KNOE-TV AVERAGES 79.1% SHARE OF AUDIENCE
According to March 1960 ARB wc average 79.1% share of audience from
9 a.m. to midnight, 7 days a week.
KNOE-TV
CBS • ABC
A James A. Noe Station
Channel 8
Monroe, Louisiana
Represented by
H-R Television, Inc.
Photo: International Paper Company's Natchez Mill. Natchez, Uistissippi, which pred-uces
dissolving and paper pulp.
WJBK-
IS
DETROIT
the STORE R station
backed by 33 years of
responsible broadcasting
SPOT TV
[Continued from page 30)
and subtracted some others you'd
have a whole new schedule anyway."
Still another marketing Factor was
cited by Kemp of Compton: "The
fact of life in spot buying is that it's
not often you'd have a client stand-
ing by to pick up a spot at the pre-
cise time another account dropped
it." Another adman elaborated: "An
advertiser isn't going to kill a sched-
ule he's running with and pick up
some quick spot, even if he were per-
mitted to!"
Reps agree there is often a backlog
of orders because of client's clamor
for top spots in the top markets — the
top markets being, in most cases, the
largest 10 to 25 metropolitan areas.
Because these are the population cen-
ters in which the greatest proportion
of the national mass market is con-
centrated, these areas are "must buys"
for any national marketer. But even
in these "tight"' markets prime spots
are available if advertisers and agen-
cies wait their turn and or get their
orders placed in reasonable advance
of air time.
Jack Mohler. eastern sales mana-
ger of Television Advertising Repre-
sentatives, makes the point that "All
reps are interested in broadening the
ise of spot tv. We don't want more
and more business from fewer and
fewer clients." He noted that his
firm in its first year of operation
showed 20"7 of its billings coming
from agencies or advertisers with
whom the stations had never previ-
ously done business. He suspects that
charges of close-out and freeze come
from two sources : (1) agencies them-
selves, and i 2 i competitive media.
Why agencies'? Because, says
Mohler. "Spot tv is admittedly com-
plicated and hard to buy. It requires
a lot of people — and good people.
Larger agencies have bigger media
departments and are more geared to
buying this kind of tv. Many small
agencies are on the defensive about
spot: thev don't know how to use it
or thev don't want to because of the
cost, and they use as an excuse to
their accounts that 'it's impossible to
get good time slots in spot." "
Denninger of Blair-TV concurs.
noting that "This is a perfect excuse
for the agency. The agency doesn't
make more money immediately, be-
cause of the cost of personnel and
operations, hut in the long run main
an agency has made more money than
it ever dreamed of by using spot tv."
He cited Lestoil. again, as a case in
point.
\> hy do competitive media take
swipes at sp<.t t\ ?
"For the obvious reasons!"' said
one media v. p. at a major agency.
"They know they have a technical
advantage, particularly in newspapers
and print, because they are easier and
simpler to buv." But he agreed with
several admen who think the anti-spot
tv changes come largely from agency-
people who "don't want to be both-
ered with it. don't know how to buy-
it or want to take the easy media
way. To do this, thev must have
a defense for the client."
No advertiser uses only tv an-
nouncements during prime times: cli-
ents want a balance in their effort as
well as the advantage of frequency
discounts. This is why anv sharp
buyer who knows what his client
needs, who knows markets and the
intricacies of buying, can come up
with a fine schedule at almost any-
time. So say the representatives.
Media pros agree, but they think
STATEMENT REQUIRED BY THE ACT OF
AUGUST 24. 1012. AS AMENDED BY THE
ACTS OF MARCH 3. .: -.J AND JULY 2. 194«
"Title 39. United States Code. Section 233)
showing t;;:- nagement
AND CIRCULATION OF
sponsor published weekly at Baltimore. Mary-
editor, managing
roneck. New Y'ork.
Executive Ediu
e President: Bern
New York.
: SPONSOR Publications Inc..
Mamaronck. N. Y. ; Elaine C.
Glenn. Mamaroneck, N. Y. ; Ben Strouse. Balti-
more, lid.; Ruth K. Strouse. Baltimore. *'"
William O Neil. Cleveland. Obi< "
""ashington.
: Henry J. Kauf-
. .. Bloom. New York.
: Pauline H Poprele. New York.
Judge M S Kronheim. Washington. D. C
man Reed. Washington. D. C : Ade'.e Le
Washington. D. C. : J. P. Williams. Daytoi
.lerome Saks. Washington.
Koste. Hawthorne. " "~
. Catherine E.
B Wolf. Wash-
ington. D. C. : Bernrad Piatt. Rye. N. Y.
bondholders, mortgagees, and
s owning or holding 1 percent
r more of total i
4. Paragraphs 2 a
also the statements L
the affiants full knowledge and t
me of the person
i paragraphs show
s of the company a
of t!i i> ;>jMi<-ation sold o
mails or otherwise, to paid subscribers during t
12 months preceding the date shown above wi
9110. (This information is required f—
weekly, semiweek 1
SEAL: Laura Oken
10 OCTOBER 1960
VGENCY WEBS
Continued from page 35)
nd regional meetings. These are
onsidered by many to be the most
mportant function of the network.
\t these meetings, members can dis-
uss problems, make suggestions,
ffer campaign ideas, ask questions
nd generally learn what's happening
I other markets. They also exchange
ase histories, operating statements
nd client lists. The meetings are
sually very well attended. N.A.A.N.
'lakes attendance compulsory, and
harges absentees for their share of
i'ie expense pool.
In addition to N.A.A.N., F.A.A.G.,
II.A.A.N., and T.A.A.N., there are
ational Federation of Advertising
jgencies, Affiliated Advertising agen-
Network and Continental Adver-
ting Agency Network.
Generally, networks seek medium-
zed agencies with good credit and
I ill staffs as new members. Members
■e usually selected by invitation. In
1 cases, prospective members must
tend at least one regional or nation-
meeting, to meet affiliates, learn
>out the operation, and present his
asons for thinking he is a qualified
indidate.
The first cooperative group of in-
TJendent advertising agencies was
:gun by A. J. Izzard and William
orsley in Seattle in 1926. The first
today's networks, F.A.A.G., was
[unded by Lynn W. Ellis in 1928.
',2 is generally considered the father
I the agency network concept. Ellis,
ONSOR • 10 OCTOBER 1960
who at one time was a vice president
and director of H. K. McCann Co.,
and in his later years (he died in
Sept. 1959) was an advertising agen-
cy consultant, also was instrumental
in starting C.A.A.N. and N.A.A.N.
both in 1932. His Ellis Plan Foun-
dation consultancy operation is being
carried on in Westport, Conn., by his
wife, Mary Ellis.
What is the outlook for agency
networks? "Better than ever," said
N.A.A.N. exec, secretary Oakleigh R.
French. "As the demand grows for
complete marketing service, network
membership becomes more valuable,"
he said.
"A small or medium sized agency
can't operate without network affilia-
tion," opined Allan J. Copeland of
M.A.A.N. "The average small agencv
has nothing to sell on its own but
personality," he said. Another
N.A.A.N. spokesman felt his net-
work's marketing pattern, "is creat-
ing a whole new marketing device
that will no doubt be emulated." The
outlook is "excellent" he said, "with
more and more agencies becoming
qualified through network affiliation,
to handle clients they wouldn't have
dreamed of tackling 10 years ago."
As Ben Reiss put it: "During the
next decade great emphasis will be
placed on generating marketing effi-
ciencies. As all sales are local sales
the need for spot professional market-
ing assistance at the focal point,
where sales are made, will rapidly in-
crease. As darn few- agencies can
afford local office services in all im-
portant marketing centers, networks
must obviouslv grow to fill the need
... as demand for market efficiency
grows, coverage will be needed in
many more than the Top 10 or 20
markets," he said.
There is also a growing optimism
that larger agencies will be elected to
networks in the next few years, and
network agencies will concentrate on
larger and more profitable accounts.
"After all," an A.A.A.F. spokesman
told sponsor, "an agency network
offers one thing that major large
agencies can't boast of in all branch
markets: fully staffed self-contained
agencies. Too many large agencies
merely have service offices in very
important markets." Another net-
work booster exclaimed: "There s no
doubt. We're a definite threat to the
majors."' ^
INTRODUCING THE NEW
DM-EAST
HOTEL
39th St., East of Lexington Ave.
NEW YORK
Salon-size rooms • Terraces • New
appointments, newly decorated •
New 21" color TV • FM radio • New
controlled air conditioning • New
extension phones in bathroom • New
private cocktail bar • Choice East
Side, midtown area • A new concept
of service. Prompt, pleasant, un-
obtrusive.
Robert Sarason, General Manager
ORegon 9-3900
SPOT
AND
SPONSOR
HAVE
A LOT
IN COMMON
BIG MOVIES
+B IG AUDIENCE
BIG SALES!
waga
CALL KATZ
tv
S
the STORER station
backed by 33 years of
responsible broadcasting
TV EXECS
[Continued from page 31)
and here the important thing is judg-
ment. Daytime tv is more often a
media buy. more often bought on a
numbers basis."
For some other agencies, daytime
network tv is the last outpost of out-
and-out agency production of pro-
grams. Just about all of the CBS day-
time serials, for example, are pro-
duced by Young & Rubicam, Leo
Burnett. Benton & Bowles and Comp-
ton.
A J. Walter Thompson spokesman,
however, conceded nothing to the ero-
sion of the agencyman's position, de-
claring that "the role of the program-
ing executive is more significant than
ever. He has to have the ability to
influence program content without
the power of production.
"We all recognize that control now
rests outside of the agencies. But
the client looks to the agency to rep-
resent him in seeing that a show re-
mains the best possible buv for that
client. And the sponsors backing is
still the great force in this business."
The ability of an agency to influ-
ence creative decisions, he agreed, de-
creases proportionately with the de-
crease in its share of sponsorship —
"if for nothing else than in the inter-
est of sanity." With scatter plans or
spot carriers, "the premium is on
judgment as to what shows go on.
"If it's the considered judgment of
the JWT programing department that
the best way to spend a client's dol-
lars is through a spot carrier, media
will, of course, be a party to that de-
cision."
The programing v. p. at one of the
top tv- using agencies discussed
the "influence" of the agency more
specifically. "Look, if there is any-
thing in a show that pertains to the
sponsor's business," he said, "the
agency is going to have some sort of
veto power whether major control of
the show rests with the packager or
a network. If my client sells peanut
butter and the script calls for a guy to
be poisoned eating a peanut butter
sandwich, vou can bet we're going to
switch that poison to a martini.
"On any controversial issue, we'll
throw our weight any way we can."
he stated. "After all. we're frying to
sell something to all groups of people,
and although it mav make writers and
producers of entertainment and dra
ma shows scream at times, we have
to have certain conditions in our fa
vor when we put up the money.'
Beyond these questions of sponsoi
self-interest, and any questions ol
taste, "the agency wields influence t<
the extent that the agency can show
it is being constructive."
The networks have little quarrel
with the agencies' appraisal of theii
"constructive influence." As Thoma:
\^ . Moore, v.p. in charge of program-
ing at ABC TV, put it, "Thev are. oi
course, watchdogs for the advertisers'
interests. But they are also of greal
value in making creative suggestion?
which mav lead to the success of a
program.
"Thev do not have the final sav
but their ideas in developing a ne\i
show and strengthening it while the
series is in progress are many time:
beneficial." he conceded.
NBC's David Lew concurred, calli
ins: network-agencv relations "amicai
ble in the main." He charged thai
"too often a writer iumDS on or*
controversy and it gets blown up to
look li^e we are always fending ovei
'control.' On the contrary." Lew saidi
"we believe that the agency person
nel's intentions are constructive. W«
have — for all of the tremendous
amount of tv participation bv agem
cies — very few critical problems
"Most of their comment is mean]
to be constructive, and the a^eno
executive is usually well trained anc
a very good interpreter back to hij
management of show business probj
lems — a sort of charsre (Taftairei
When, however, strong differences i
opinion occur, the network must 1
the arbiter between the producer, al
vertising agency, and client, becau-
we bear the responsibility for what
on the air.
"Agencvmen, not onlv in tv d<
partments, ma^e substantial contribi
tions to attitudes in programing
their interests penerallv are naralle
to ours. But." Lew warned, "if t
is ever to mature to all of its poter
tial. greater perception on t"e part c
the advertisers and their agencies i
needed. I see an emergence of thi
in better utilization of the medmm b
sponsors in the area of puMic affairs
CBS lets President Frank Stanton
statements before the FCC last wii
ter stand as its policy in dealing w'tl
SPONSOR • 10 OCTOBEK 1954
the agency programing chief. Stan-
ton's stand was in general agreement
.with the NBC and ABC positions,
with stress on a "hands off" public
affairs shows and strict limits to
agency participation in drama shows.
In the final analysis, it would seem
that the agency tv executive's influ-
ence is in direct proportion to his
own standing, background and skill.
"The degree of contribution is," as
ABC's Moore noted, "dependent en-
tirely on the individual and the re-
spect that he commands in the indus-
try."
[ Who, then, is best suited to be an
agency programing executive? As
the man filling such a post at one of
:he Top Five tv-billing agencies told
SPONSOR, "You need a guy who
foesn't exist!
; He must be able to evaluate scripts
as to drama, storv content and reso-
utions. He should know music and
arietv; performers and writers. He
hould know statistics and ratings.
He should be an administrator, execu-
ive. salesman, p.r. man, and a natural
dealing with others both within
f ind outside of the agencv."
He then added one more comment
n the desired attributes of a good
igencv tv exec: "He should love his
msiness — and have a good hea'thv
tomach." ^
newsreels, sports or humorous film
clips can be made by any station that
has access to a specific film library.
The off-beat kind of programs such
as women's featurettes and courtroom
melodramas, can be produced by the
larger market stations.
Basically, the concept must have
broad appeal and the execution must
be of the highest professional quality.
Josl Chaseman, program manager,
WJZ-TV, Baltimore
Pick a problem of interest to all
parts of the country. Feature a fa-
iPONSOR ASKS
Continued from page 46)
A program for pre-school children.
r ke our Treetop House, has national
ppeal and is being considered for
Vndication because nursery and pre-
':hool concepts are generic.
Sports such as bowling, golf, and
nnis have fair universal appeal but
sed a strong "star" element to be
ationally successful. Team sports
ich as baseball, basketball, and foot-
ball, for the most part, have more
:gional and local appeal plus an all-
laportant time element. They are
lost acceptable on either a live or
i almost immediate playback basis.
| Discussion shows can be geared for
litional audiences by simply booking
jlebrities and carefully choosing
lpi:s of broad interest, but here the
leal moderator usually stands a
letter chance of gaining audience.
ie same is true of panel shows and
iiizzes.
Short program elements such as
ONSOR • 10 OCTOBER 1960
mous performer, writer, host, or offi-
cial dignitary. Tape on location in
exotic, beautiful or little-photographed
places. Discuss your topic, expose
some need or offer diversion in gen-
eral terms or human appeal common
to everyone. And keep the cost at-
tractively low in relation to the aver-
age station's limited programing
budget.
Public service programing lends it-
self most easily and appropriately.
The pure entertainment show (except
for the children's show) when pro-
duced locally is usually, and rightly,
ONE-HOUR PROGRAM (MARCH ARB) ASSURE i
KTVE-TV 'AIR-CONDITIONED" AUDIENCE.
PHILADELPHIA
v • • • • •
WIBG
The finest families in Phil-
adelphia listen to WIBG.
First in quantity, quality
and on-the-air audiences,
according to the latest Pulse
and Hooper. • CALL KATZ
the
STORER
station backed
by 33 years
of responsible
broadcasting
clotted with local references and
geared to the local taste, but a public
service show, if conceived along en-
tertainment lines rather than dusty
cliche formats, more often than not
has built-in appeal for all markets.
Our Baltimore viewers have recent-
ly seen a KYW-TV, Cleveland-pro-
duced discussion of the steel strike,
a KPIX, San Francisco, performance
of Ernest Bloch's "Sacred Service,"
and a WBZ-TV. Boston, exclusive in-
terview with East German Premier
I Ibricht. Viewers in those and other
3
The public
service slant,
conceived dra-
matically, is
marketable
everywhere
cities saw a platform debate on the
railroad featherbedding issue between
union and management, and will
shortly see a documentary called The
Wild Ponies of Chincoteague, both
produced by WJZ-TV.
In all these cases, the show was
conceived for one station in answer
to one station's needs. It had fitness
and legitmacy in those terms first,
with thoughts of syndication or na-
tional appeal second. It was precise-
ly because these programs were con-
ceived by an individual station and
appropriate for an individual station
that they proved fine for viewing
elsewhere. Of course, each subject
matter was of general as well as local
interest.
National exposure must not be an
end in itself. But stations and the
communities they serve benefit when
locally inspired stanzas have that na-
tional or international appeal which
comes from an exciting subject—
whether person, place or problem.
Edward L. Doyle, program manager.
WNDUTV, South Bend, Indiana
Producing a local program on tv
for national syndication calls for an
approach similar to that of the syn-
dicated film producer and the news-
paper columnist who must find the
gem of an idea which, when put to
the test, will stand the strain of coast-
to-coast exposure and leave the audi-
ence eager for more of the same.
"Universal Appeal" is the key
phrase; an ambition "devoutly to be
wished" but devilishlv hard to come
by.
The great temptation on the part
of the local producer is to seize upon
an idea that has had great success in
his own market, as for example a
public service offering, and expect it
to be equally well received in other
markets whether near or far away.
Once the product is in the mail, it
leaves its local identity behind and
must survive the scrutiny of a for-
eign market solely on the strength
of its universal appeal.
Your local symphony will please
the local market, but put it into syn-
dication against the symphonic or-
chestras from Chicago, Boston, New
York and a few other major cities,
and you won't sell it beyond the city
limits.
You would expect stations in the
major markets to have a large quan-
tity of possible script material for
video tape syndication. However, the
local station producer may very well
have persons or events in his market
that have potential universal appeal.
In South Bend, for example, we have
Notre Dame football, a natural for
svndication. Our close association
with the University of Notre Dame
1
Local programs
usually unsale-
able unless
names, themes
have national
has prompted us to plan a syndicated
video tape series featuring some of
the outstanding scholars at the Uni-
versity. The University drama de-
partment might cooperate in produc-
ing scenes from famous plays.
Probably a good rule of thumb for
the local producer of syndicated video
tape programs is to go at it with al
the energy, creative imagination
and sound business sense he uses ii
producing his local programs, bear
ing in mind that his potential audi
ence has expanded to many times nor
mal. They have no interest in wha
your local mayor thinks, and thej
will like your show if you strike th<
right comon denominator in terms o:
content.
Dress the program to be visuall)
appealing and don't forget the higl
cost of shipping when you plan th<
budget. #
SPONSOR • 10 OCTOBER 196(1
GREATEST
ACTIVITY
IS IN THE
CENTER
Are you keying your marketing activities to the greatest area
of richness and development in the nation?
This area is the eight-state region of the Southwest,
based upon the facts of economic and industrial expansion, coupled
with availability and high caliber of labor.
And the Greater Oklahoma City Market is right in the center.
Thus, there is another important factor that is compounding the industrial
and economic development of the Greater Oklahoma City Market.
It is the importance of Oklahoma City as a center of distribution!
WKY RADIO AND TELEVISION, as prime communicators
in a coverage area of 56 counties, is closely allied to the distribution of
products to people enriched by the market's great
and growing advantages.
zing on
Geographical
Good Fortune!
Distribution is an important industry in Greater Oklahoma City. Whether
products are manufactured elsewhere, or here, they find their way to whole-
salers, retailers and consumers more easily and more economically than almost
any other market anywhere in the nation. A look at the map will explain why.
Oklahoma City is practically equidistant to everywhere!
FACTS:
The distribution industry employs about 40,000 people in the Greater
Oklahoma City market.
The market is served by 1 1 railroads, 5 airlines, 44 motor freight carriers.
The market is the hub of the federal interstate highway system. Two
main highways from the East Coast come together near here to form the
one main highway to the West Coast. Crossing this route is the main highway
from Canada and the Great Lakes, to Mexico.
The excellence of distribution benefits the marketer of products in
several ways. First, of course, the distribution industry has a big payroll,
pouring money into the hands of people you want to sell.
In addition, you can get your products through the distribution channel
to your Oklahoma customers more easily, and in most cases, more
economically.
More customers . . . with more dollars . . . reached more easily. And
reached more effectively through use of WKY RADIO AND TELEVISION, the
prime communicators in the market. Another of the "reasons why" is
on page 4.
One of many new traffi^B
£ ' '."
■
We are the prime communicators to over half of
Oklahoma. You cover 56 counties on WKY RADIO
...54 counties on WKY-TV.
This is more than just coverage. Because in these
counties, people look toward us as the center of com-
munication, entertainment, news, weather . . . and
commercial information.
Naturally, we're dominant in the Greater Oklahoma
City market itself, or we couldn't afford to be selling
the market. We'd have to talk about the stations.
But outside of Oklahoma City, there's a rich area
of prosperous, growing communities with names like
Shawnee, Seminole, Duncan, El Reno, Enid, Chicka-
sha. And each of these towns is closer by minutes to
Oklahoma City than the Battery is to the Bronx!
Best of all, they watch WKY-TV and listen to
WKY RADIO. They always have, because we were
first on the air . . . and haven't stopped running ahead
since! So, you're only a split second away from able-
to-buy customers in 56 counties, when you're on the
air with us. That's why we're . . . GOOD STATIONS
ON WHICH TO DO MORE BUSINESS.
RADIO and TELEVISION
OKLAHOMA CITY
The WKY Television Sy
WTVT, Tampa- St. Peter
Represented by The Ka
What's happening in U. S. Government
that affects sponsors, agencies, stations
+■ WASHINGTON WEEK
10 OCTOBER I960 The FCC continues to toughen up: it has challenged two more stations on num-
copyright i960 ber of spots and programing.
sponsor The Commission has made it official that licenses will be granted for less than the usual
publications inc. three-year period when there are questions about station operation.
Action on license periods, by itself, was little more than routine. During the time the FCC
was considering this change in its rules, Congress enacted a bill stressing the right of the Com-
mission to issue licenses and renewals for shorter periods than three years. Legislative history
was made to show that Congress intended this authority to be used where there exists a question
as to whether a station is operating in the public interest.
However, the fact that the FCC was acting before Congress did has considerable signifi-
cance, as does the fact that the Commission shows every intention of using this power in
the future. Perhaps frequently.
The two stations challenged most recently were radio station, WAVZ in New Haven, Conn.,
and KORD in Pasco, Wash.
WAVZ was hit with a 309 (b) letter because it carried more spots than had been indi-
cated in its last bid for a license. KORD got caught for the same thing, and also because its
general programing was not as promised.
Significance of this step is in the fact that the decision to act was so hard fought.
Chairman Ford and commissioners Bartley, Lee and Cross barely outvoted Craven (who called
it censorship), Hyde and King.
The Association of Maximum Service Telecasters stood almost alone against the
dropping in at less than present minimum mileage separations of new stations: the
FCC has proposed to do so in major markets now having less than three vhf outlets.
ABC, which authored the original plan, was all for the FCC's modified proposal. CBS
and NBC were for it, if the FCC would name specific markets and "open the doors" with a
willingness to listen to applications for new vhf assignments on a "case by case" basis.
Arguments for and against, otherwise, followed the well-worn paths. AMST said people
living between stations would lose service because of added interference. ABC said
third stations are needed in many markets to even up competition between net-
works.
AMST said also sponsors would be taking some money out of tv and putting it
into other media when they found interference was losing tv coverage.
Theater owners were slapped down on two counts, as the FCC set 24-28 October
hearing dates on the RKO General Hartford, Conn., pay-tv application.
There have been opposite interpretations based on the fact that Hartford area exhibitors
were permitted to come in as "equal parties." However, the fact is that the FCC felt itself
powerless to keep them out because of the Appeals Court decision holding Philco a "party
in interest" in connection with the renewal of NBC's Philadelphia radio-tv licenses.
This decision held that the FCC must hear allegations of economic injury because of the
granting of a Ucense. The theater owners made such allegations.
With the reason for the FCC's letting the exhibitors in back in focus, the order for the
hearings makes it pretty clear the commission is not backing down on its determina-
tion to have pay-tv trials.
)NSOR • 10 OCTOBER I960
59
Significant news, trends in
• Film • Syndication
• Tape • Commercials
SPONSOR
UBLICATIONS INC.
FILM-SCOPE
10 OCTOBER i960 What does NBC have in mind for its film arm, CNP?
copyright i960 Syndication men were buzzing with curiosity over the appointment of a flock of high
level NBC veterans to key posts at CNP recently.
Following hard on the heels of Alfred Stern's election as board chairman of CNP came
Stern's appointment this week of Carl Lindemann, Jr., as CNP's programs v. p.
Added to CNP president Earl Rettig and v.p. and general manager Herbert Schlosser, two
earlier NBC veterans who went to CNP, the two latest NBC-to-CNP migrations put CNP in a
unique situation in the field today.
No other film subsidiary has been so thoroughly saturated from above by former
executives of its parent company — much to the astonishment of CNP's competitors.
Some insiders thought that NBC was bolstering CNP for a healthy upswing of syndication
activity, but some trade observers wondered whether NBC wasn't merely getting firmer con-
trol for cross-corporate reasons, which have nothing to do with tv film business.
Latest regional advertisers to use syndication is American Hardware & Supply
Company (Sykes Adv.) which will sponsor NTA's Assignment Underwater.
Regional deal, presently for five markets, could expand to 20; initial markets are Pitts-
burgh, Rochester, Buffalo, Huntington-Charleston, and Harrisburg.
Retail hardware dealers cooperating in the campaign may add stations in Ohio,
Maryland, and Virginia.
ABC Films has entered into a program agreement with Herts-Lion Interna-
tional to distribute tw r o new shows, Famous Ghost Stories and The Inquisition.
The former stars Vincent Price in a 39-episode series designed for network sale and is , I
said to feature $7,000 worth of visible ghost special effects; latter series is a five-minute i
interview format depicting infamous people in history and may run to 200 episodes.
MCA negotiated the Studebaker-Filmways national spot deal for Mr. Wilbur &\ i
Ed but it won't handle the time clearances.
Although the show was bought for Lark dealers, D'Arcy will clear the time even if that;
means paying national instead of local rates.
Ziv-UA's Sea Hunt will match Highway Patrol in longevity — four seasons.
Making third renewals for their fourth consecutive season of sponsorship are Standard:
Oil of California (BBDO) in 20 markets and Bristol-Myers (DCS&S) in New York City.
Incidentally, Bristol-Myers will advance from alternate to full sponsorship, afterf
three seasons of sharing the show with Sun Oil.
There are several syndication counterparts of the network Christmas feature
film spectacular such as MGM's Wizard of Oz on CBS TV.
Coming up for their fourth season as Christmas specials are feature films such as UAAs
Christmas Carol and Emperor's Nightingale, offered in color on local stations.
60 SPONSOR • 10 OCTOBER I960
-
FILM-SCOPE continued
Syndicators are still proceeding with the utmost caution on new product.
The FCC ruling on option time — despite all its favorable implications for syndication —
has made virtually no difference to the industry to date.
Ziv-UA, for example, this week went back two seasons and into the former United Artists
TV inventory for Miami Undercover as its latest syndication release.
The Ziv-UA move, coming as the first program announcement after the FCC's ruling,
symbolized the extreme business prudence still guiding syndication men today.
Quite a few of MCA's film executives have reached their posts by coming up
through the ranks step by step.
Besides long-time MCA veterans such as Lou Friedland in New York, Bob Greenberg in
Los Angeles, and DeArv Barton in Cleveland, here are five men who recently reached
their present jobs by promotions from within:
NAME PRESENT POST FORMER POST
Hal Golden v.p., dir. sales Chicago & Buffalo salesman
Frank Brill N. Y. v.p. N. Y. salesman
Phil Conway N. Y. sales Cleveland sales
Ernie Montgomery eastern supr. Detroit salesman
John Cameron chg. Minn. terr. Baltimore salesman
But exceptions to MCA's promote-from-within policy include MCA-TV's chief, Dave Sut-
ton, who came from CBS, and a host of ex-UTP salesmen and managers MCA acquired when it
absorbed that company six years ago.
A defender of the stand-up, hard-sell demonstration commercial spoke out in
Nashville last week before the AWRT.
Walter Collins, radio/tv production director of Fitzgerald Advertising of New Orleans,
defended the stand-up demonstration thus: "If there is something to say and it's believable —
say it. The straight announcer pitch works — it has been working for years and will con-
tinue to work."
Internal agency politics are giving tape commercials producers a serious head-
ache.
The problem, in a nutshell, is said to be this: film-oriented agency producers aren't
familiar with studio techniques of live or tape commercials and would rather reject
the possibility of tape in some cases than expose their inexperience.
Hence, to sell tape, producers have sometimes gone over the production depart-
ment's head or have gone right to the client, creating bitterness if not outright black-
listing. Some agency managements concerned over possible repercussions from clients, are
probing for a solution to this situation.
Syndicated commercials for regional advertisers are still being used by those
who don't want to pay for their own commercial production.
Fred Niles Productions of Chicago, for example, is handling syndicated packaged meat
commercials, as well as syndicated tv spots for banks, beverages, dairies, rug cleaners, savings
and loan organizations.
Commercials producers are getting that big yen to break into program produc-
tion.
Since Filmways' graduation to program production status, other commercials producers
have been asking why they can't turn the trick too and move up from one-minute into 30-
minute production. Watch for others to try it in the near future.
• 10 OCTOBER 1960 61
A round-up of trade talk,
trends and tips for admen
*» SPONSOR HEARS
10 OCTOBER i960 McCann-Erickson has just administered another stiff hypo to its Operation Thrust,
cwriiht i960 whose primary message is this: let's get going on new business.
•PONsop The manpowering; adding four men to work on nothing but this project and channeling
publications inc. into it much time by several top level people.
CBS TV is taking a hard look at the Doug Edwards show with a view to doing
something to perk up the news strip and give it a change of dress.
Actuating the activity : (1) the Edwards ratings could stand a hypo; (2) in contrast, NBC's
Brinkley-Huntley combination have come up a long way, taking a bit of the shine off the
CBS pride and joy.
NBC TV has backed away from at least one tradition this fall : it isn't hosting iti
new shows with cocktail parties for the critics and columnists.
Says the network: it decided that the money could be spent elsewhere; if interviews with
stars are wanted, they can be had via personal tete-a-tetes.
Reports grow that one of the giant broadcast organizations is due for a grand reshuf-
fling at the top before the end of the year.
It's been governed by cabal instead of management.
McKesson-Robbins, which grosses around $600 million, may not find it easy to
single out the type of agency it would prefer.
For an agency with a long list, McKesson's diversity of operation (drugs, toiletries, chemi-
ical, liquor and wholesaling) offers heaps of conflict. Billing: around $1.5 million.
A retail-manufacturing account (around $4 million) in one of the top-rank
agencies seems to be in more jeopardy than ever because of a consistently bad tv record.
The agency's latest pick (for this season) started off with a thud rating.
An upper-rung agency has succeeded in avoiding heavy losses of business thii
year by hiring top-flight men for each of the trouble accounts.
For the time being the fires are out on three accounts, which collectively bill around
$20 million.
Sterling Drug has gone in for a diversification that's really in left field.
It's a sewage disposal unit that converts waste into fertilizer and even into purified water.
Two accounts whose names perhaps cause the most confusion when it comes
to spelling are both within the same shop, BBDO.
The pair: Schaefer Beer and Sheaffer Pen.
SPONSOR • 10 OCTOBER I960
Trade You Know-How?
Somewhere in the United States an advertising
agency is looking north to Canada. Someone is
weighing problems against profits as he con-
siders opening up a Canadian operation.
If it's your own company that could use the con-
tact, the experience and knowledge of a well-
founded Canadian office — how's this for a sug-
gestion ?
We're a purely Canadian advertising agency. We
can help guide your people through the intrica-
cies of a market that has more differences than
similarities when compared with the United
States.
You can help us in exchange.
• Its a talking point. Let's talk.
Box 101
SPONSOR
40 E. 49th Street,
New York 17
OR • 10 OCTOBER 1960
NEWS & IDEA
WRAP-UP
PRESIDENTIAL CAMPAIGN, part of
WBC's promotion of new 'Songs for Presi-
dents' radio series, finds Joe Fitter and Lyn
Charnay (Theodore and Edith Roosevelt)
greeting political and radio tv personalities
SULLIVAN IN SAN FRAN. On arriving)
at San Francisco International Airport to tape'
first of his 'See America with Ed Sullivanf
shows, tv star and his wife Sylvia (I) were*
greeted by Nancy Fa mum (Miss San F
NOT A BUNNY HOP, but two 'Playboy' gals— Delilah (I), Joan (r)— seated with (l-r) J
r-Fitzgerald-Sample; Norman Mintz, Benton & Bowles; Lee Schreiber, Officii
WOR-TV (N.Y.), Official Films party launching 2nd Playboys Penthouse
ADVERTISERS
International Harvester's truck,
station wagon may be going into
tv after all.
Agenc\ (Y&R) plans are for j
media.
A few experimental tv commercial:
are in the shooting process.
.Campaigns: Ballerina Manufac
.
Jturing (Wexton) going spot tv, na
jtionally: S250.000 worth, to intro
4duce Little Ballerina Dance Studio.
"-J.S40.000 chunk has already gone int
fall programing in the New York (lit
larea ... V. La Rosa & Sons I Ye
SAdvt.J breaking fall campaign, thi
Jweek, in Spanish-language mark
•New York City, over WHOM, a:
; WWRL.
4 I 'hisa *n' data: Lever Bros.' ne(
shampoo Starlight (JWTi. trying
spot tv in Syracuse, N. Y. and Ind
-MOBILE REGISTRATION TRAILER,
rWJPS unit making rounds of Evan
is heartily endorsed by (l-r) Mrs.
"ter, trailer asst.; Ed Mitchell. De
chmn.; Gresham Grim; Arkla Co. regis+rJ
FIREMEN MAKE TV NEWS! Pre
new 'Rescue 8' show, WTVN-TV (Co
O.) announcer Chuck Nuzum interview
ter Strickfaddtn (I), Fire Dept. chief. &
Buchanon, Rescue Squad on "Casper Caj
SPONSOR • 10 OCTOBER l|
anapolis . . . Atlanta Advertising
Club and that city's Better Busi-
ness Bureau joining hands as Ad-
vertising Review Board to "in-
crease public confidence in all t\pes
of advertising."
Merger: Nalley's Inc., Tacoma,
Washington, and IXL Food Com-
pany, California. Both companies to
ceep individual identities and brands.
Combined billing: over $28,000,000.
Personnel moves: Paul W. Shel-
Ion to advertising co-ordinator, Gulf
m Corp., Pittsburgh . . . Clyde A.
3rown Jr. from Y&R merchandising
xecutive to Shulton, Inc., as national
tales manager, toiletries division . . .
;togert M. Kirk Jr. promoted assist-
nt general manager, Lehn & Fink
roducts. and will be responsible for
lirecting and coordinating of market-
activities of all L&F Division
products with the exception of Young
,ook cosmetics.
AGENCIES
Dr. Arthur H. Wilkins, B&B's
director of advertising and de-
velopmental research gave the
ARF annual meeting last week
findings on program values not
covered by the ratings.
The findings included these:
• The number of viewers who were
watching the commercial but doing
other things varied considerably from
show to show.
• Audience attentiveness varies
from program to program.
• Programs which are viewed
more attentively are more effective
vehicles for their commercials.
• Audience attentiveness is en-
hanced by high audience interest in
the program and by an absence of
competing household demands and
interests.
Admen on the move: Foster A.
Babcock from Babcock, Homer, Car-
berry & Murray. Philadelphia and
N.Y. to Doremus-Eshleman, Philly.
as account executive . . . Arthur
Stargby from S. C. Johnson & Son,
Racine, Wis., to Ted Bates, as account
executive . . . Laurence J. Jaffe
from Market Research Corp. to Au-
dits and Survevs as v. p. . . . Roily
Bester to Ted Bates as casting super-
visor . . . Robert Van Roo to A. C.
Nielsen as promotion director of Niel-
sen Coverage Service . . . R. S.
Buckbinder from Frederick Clinton
Advertising to The Zakin Co. as senior
v.p. . . . Burt Avedon to West Coast
operations K&E . . . Paul R. Smith
from Fletcher Richards. Calkins &
Holden to Grant as executive v.p. in
charge of creative services.
More admen on the move : James
A. Dearborn appointed assistant to
the president, Kenyon & Eckhardt . . .
Angus B. Woodbury from BBD&O.
San Francisco, to GB&B. same city, as
account executive . . . C. M. Rohra-
baugh, Kudner Agency board chair-
RADE TALK w
l-r): Andre
Spheeris,
jcktail party in N.Y.'s Hotel Roosevelt given by WEMP, Milwaukee and KWK, St. Louis for timebuyers. Shown
ir WEMP, KWK; Flora Tomadelli; SPONSOR staffer; Ray Stone, Maxon; and Beth Black, Cohen & Aleshire
man and executive officer relinquishes
chief officer title, to remain as board
chairman . . . Charles R. Hook Jr.
Kudner president, to chief executive
officer . . . Jon Christopher from
EWR&R to MacFarland-Aveyard, Chi-
cago, as radio-tv creative director . . .
Henry 1*. Bernhard from Life
Magazine to Ogilvy, Benson & Math-
er as account executive . . . Walter
Stone from Compton to Ogilvy, Ben-
son & Mather as account executive
. . . Hubert M. Tibbetts from Sala
da-Shi rriff-Horsey to Lennen & New-
ell as senior v. p. and management ac-
count supervisor.
V ti « I more admen on the move:
Mike Sloan from Botsford. Constan-
tine & Gardner. San Francisco, to
Ogilvy, Benson & Mather, same city,
as v.p. and account supervisor . . .
Fred Marlin Mitchell Jr. from
Dancer-Fitzgerald-Sample, to K&E. as
senior v.p. account management . . .
Sterling J. Hiles from advertising,
promotion, Remington Rand to direc-
tor of marketing, same company . . .
Robert C. Jamrozy from K&E, to
\. W. Ayer, Detroit, as Plymouth-
DeSoto-Valiant account representa-
tive.
They were named v.p.'s: Ruth
Downing, Helen Klintrup and Har-
riet Rex, JWT writers.
A joint Committee for Improve-
ment of Advertising Content has
been set up by the Association of
National Advertisers, and the
American Association of Adver-
tising Agencies.
The plan: to police advertising
which is "in bad taste, manifestly mis-
leading, or otherwise likely to be
harmful to advertising as a whole."
Boyle-Midway selects: Ted Bates
for Aerowax, Black Flag and Sani-
Flush . . . Tatham-Laird for Aero-
Shave . . . Cunningham & Walsh
for Wizard Deodorizer . . . Maxwell
Sackheim-Franklin Brack for
Antrol.
Lever selects: Sullivan, Stauffer.
Colwell & Bayles for Summer Coun-
tv . . . Ogilvy. Benson & Mather
for Vim . . . JWT for Starlight Sham-
poo and Mrs. Butterworth's Syrup.
Merger: Guerin, Johnstone, Jeff-
ries with Gage-Booth & West, both
L.A. New name: Guerin. Johnstone.
Gage, Inc. Total billings: over $2^2
million. Officers: Paul Guerin, presi-
dent: Raymond B. Gage, v.p.; Jack!
Johnstone, secretary-treasurer.
New agency : Jordan-Danielson
Advertising. Office location: San
Francisco.
Reciprocal deal: Hunter & Sta-
pies Advertising, Sacramento, with
Kae Algyer, L.A. to service each
other's northern and southern ac-
counts.
Agency thisa *n' data: Ann Jack-
nowitz, of Y&R's New York Citv<
media department, won $500
Pulse's National Contest — How I Usej
Pulse Data to Solve a Specific!
Problem. Second prize — $350 went
to John P. Curran, McCann-Erick-j
son, N.Y.: third prize was copped by,
John H. Newell, Johnson & LewisJ
San Francisco, media director.
Agency appointments: Robert!
Bosch Corp.. Long Island Citv, (Ger-:
man made Blaupunkt car radios) trt
Daniel & Charles . . . Real Kill
HERE'S WHAT CRITICS SAID:
"Considine yarn a TV thriller ". . . gives promise of being one
(Headline) . . . direction ... of the better new dramatic
topnotch. We're eagerly antic- shows of the season. ..will
ipating next week's play." have no trouble finding a wide
ATicfc Kenny, New York Mirror audience"
Sid Bakal. New York Herald Tribune
"...tai
minut
sorbin
action
progrc
it, suspensef ul . . . the 30
;s clicked away as ab-
gly as any of the better
ers . . . a gain for local
imming..." Horo, Variety
NEW YORK PREMIERE
ir5KiS
ACCLAIMED
LfflVi
BY CRITICS
EXCLUSIVE
NOW AVAILABLE ! For complete information see your ABC Films sales rep. or call: ABC FILMS INC.
1501 Bwy.. N.Y. 36, N.Y
Telephone: LA 4-5050
TOP RATED!
"Exclusive!", on Channel
2 (WCBS-TV) snares 271.
of New York audience to
tie for 1st against strong
network opposition, whips
other network, and
trounces all others!...
According to A. C. Nielsen's
New York rating, Tuesday.
September 20, 7:30 P. M.
1(1 f)( TOBER 11
Products, Div. Cook Chemical, Kan-
sas City, to Del Wood Associates
. . . Liana, Inc., (subsidiary United
Fruit — processed foods) to BBD&O,
Boston . . . Eldon-Ungar Toys (Eldon
Industries), L.A., to GB&B, San
Francisco . . . Martin Century Farms,
Lansdale, Pa., to Mid American Ad-
vertising, Philadelphia . . . ABC
Radio Network to Fladell-Harris . . .
American Brewery to Newhoff-
Blumberg, Baltimore . . . Rust Craft
Publishers to MW&S . . . Raeford
Worsted to Donahue & Coe . . .
Autolite to BBD&O, $3 million ex-
penditure . . . Ballerina Manufactur-
ing, Garfield, N. J. to Wexton . . .
KNX LA. to Mays & Co. L.A. . . .
Chamber Co., Chicago, to Howard
H. Monk, Rockford, 111. . . . King
I County Chevrolet Dealers Association
I in Washington, to Eisaman, Johns
& Laws, L.A.
J Agency elections: William J.
Quail Jr., and Keith S. Lyman,
v.p.'s Albert Frank-Guenther Law . . .
, Ralph E. Keller, chairman of the
board; Harry W. Calvert, presi-
dent; and A. H. Bitter, executive
I v.p., Zimmer, Keller & Calvert, De-
troit . . . Gunnard Faulk and Gene
Federico, art group heads, to v.p.'s
Benton & Bowles . . . Charles M.
Skade, Fuller & Smith & Ross senior
v.p. of administration to treasurer.
TV STATIONS
New \ ork tv has cracked the local
savings bank field.
Bowery Savings Bank, for years in j
radio, bought a package embracing a !
variety of programing on WNBC-TV. j
The tv schedule covers 26 weeks.
Kudos: WTCN-TV, Minneapolis- J
i St. Paul, a co-owner in the Radio
Television News Directors Assn. top
(national award for tv reporting . . .
WJRT, Flint, Mich., recipient of four
[awards for excellence in the Michigan
Associated Press Broadcaster's news
Competition . . . WTVT, Tampa-St.
Petersburg, awarded citation of merit
by Sunshine Chapter of the National
Multiple Sclerosis Society.
Sports notes: Southern Bell Tele-
phone and Telegraph Co. to sponsor
iVuburn Football Review for ten
iveeks over the following Alabama
stations: WSFA-TV, Montgomery,
WAPI-TV, Birmingham; WKRG-
TV, Mobile, WMLS-TV, Decatur,
WOWL-TV, Florence, and WAFG-
TV, Huntsville.
Name change: Capital Cities
Broadcasting Corp. formerly Capi-
tal Cities Television Corp.
Just published: By MacMillan:
Television and Radio News. Au-
thors: Bob Siller, Ted White and Hal
Terkel.
Thisa 'n' data: WNTA-TV, New-
ark, N. J., brought back, this week,
Storevision, embracing supermar-
kets, laundromats, drug stores . . .
KTRK-TV, Houston, Tex., began
construction of a 40,000-square foot
building with circular studio area . . .
WTCN-TV, Minneapolis-St. Paul at-
tracted more than 200 agency, client
and press reps to its closed circuit
ABC fall programing preview.
People on the move: Frank
Bishop to KHOW, Denver, as sta-
tion manager . . . Paul E. Freygang
from KHOL-KHPL, Kearney, Neb. to
KRSD-AM and TV Rapid City, S. D.,
as general sales manager . . . George
H. Anderson from Randolph Asso-
ciates Advertising, Wellesley, Mass.,
to WBZ-TV, Boston, as account exec-
utive . . . Sheldon Storrier named
local sales manager, and Floyd Eck-
erson, salesman, WKTV, Utica, N. Y.
. . . Jim Hill to KMTV, Omaha, as
account executive . . . Henry White
from Screen Gems to WNTA-TV as
v.p. and general manager.
RADIO STATIONS
Auto dealers this season are bally-
hooing their new lines by tying in
with station showmanship exhibi-
tions.
A case in point: Chevy dealers, who
bought 13 and a half hours on WAVY,
Norfolk-Portsmouth, broke its cam-
paign last week by taking part in a
parade of station personalities who
visited seven Chevy dealers and en-
gaged in remote broadcasts from
showrooms.
Another group of broadcasting
people have put their heads to-
In Roanoke in '60
the Selling Signal
is Seven...
Wig-wagging will get you
nowhere, but your selling message
on WDBJ-TV will go into over
400,000 homes in Virginia, N.
Carolina and W. Va. ... a rich
and growing Television Market of
nearly 2,000,000 people.
You can sell like sixty on seven.
In Roanoke, seven is WDBJ-TV . . .
best in sight, day or night, for higher
ratings at lower cost. Your only
station in this area offering CBS
network shows — plus superior local
programming, plus hard-hitting
merchandising assistance.
ASK YOUR PCW COLONEL
FOR CURRENT AVAILABILITIES
Roanoke/ Virginia
ONSOR • 10 OCTOBER 1960
gether with other «-i> it- minded
persons in an effort to stimulate
shopping interest in their loeale.
The place: Medford and Ashland.
Oregon. The people: managers "I
stations KBOY, KDOV, KMED,
KYA 1\. KBES-TV, andKYJC; area
merchants and newspapers. The re-
sult: an all-out promotion of Fall
Greater Medford Harvest Festival.
Ideas at work:
New dimension : WCAU, Philadel-
phia, took to the air — two ways to
promote its Dimension show. Aside
from airing promos, the station hired
two tow planes to H\ across the area
toting huge banners advising Hear
Dimension Only On WCAU Radio.
Key to popularity: KQV, Pitts-
burgh, is creating quite a stir in its
listening locale by offering a reward
for the missing "K" after they re-
moved it. temporarily, from the call
letters. People are being stopped on
corners and queried "do vou have the
missing K from KQV?". A $500 re-
ward will go to the person who comes
up with what the station deems the
right answer.
GET THAT EXTRA
PUSH
You know that it's the extra push that makes the difference
between an average campaign and a "Red-Letter Success."
You get that EXTRA PUSH when you buy WOC-TV
WOC-TV effectively specializes in co-ordinating and mer-
chandising your buy at every level — the broker, whole-
saler, direct salesman, key buyer as well as the retail outlet.
This "togetherness" sells products in the nation's 47th TV
market. More than 2 billion dollars in retail sales ring on
the retailer's cash register Over 438,000 TV homes are
within the 42 counties of WOC-TV's coverage area.
To the National Advertiser,
WOC-TV offers the greatest
amount of local programming —
over 33 hours each week — and
the finest talent in the area put
these programs across.
Your PGW Colonel has all the
facts, figures and other data as
well as day by day availabilities
See him today.
in
^lUlpbl™,
THE QUIM CITIES
DAVENPORT ■»
BETTENDORF / '° WA
ROCK ISLAND "I
MOLINE > ILL
FAST MOLINF J
ss„„ ^
A daffy of an idea: WMGM. N.1
C, have reached new heights
broadcasting. To celebrate ground-
breaking ceremonies of the world's
tallest hotel, the Americana of New
York, the station built a platform,
drove a station wagon on it, put air
personality Ted Brown in the auto
and platform, car. and Brown were
hoisted, via a giant crane, some 40
feet in the air. No saying how long
Brown will remain in his loftv qu;
ters.
Kudos: KiNUZ, Houston, Tex., :
cipient of Allstate Insurance Com-
pany public service award for high-
way safety work . . . WTCN. Minne-
apolis-St. Paul, radio regional sales
manager Norm Page, presented with
Greatest Guy in Media plaque from
St. Paul Home Builders Assn.
WIP, Philadelphia, received special
commendation from Phillv Chamber
of Commerce for station help to
Transport Emergencv Mobilizatir
Program during recent Pennsvlvani i
Railroad strike . . . WPEN. Philadel
phia recipient of Honorary Membei
ship award from The Poor Richaro
Club for furthering education .
KSFO. San Francisco and KVI|
Seattle, awarded Notable Achieve]
ment in Advertising Certificates.
Thisa "n' data: WDNC. Durham
N. C. now affiliated with the Tobaect
Radio Network . . . KBIG. Catalin.i
Calif., going all out in editorial sun
port of car dealers bv donating ne^^^|
background and spots highlightii
1961 car models . . . WFEA. Ma i
chester. N. H.. forming New Englai
Merchandising Network comprised
WGAN. Portland: WCCM, La
rence. Mass.. WHAV. Haverhil
Mass.. WFGM. Fitchburs. Mas-,
ami WWNH, Rochester. N. H.
Station acquisition: KDAC, Fo
Bragg. Calif., sold to Charles ^
Stone by Mendocino Coast Broadca
ing Co. Sale price: $55,000. S;
brokered bv Paul H. Chapman (
. . . KFYN, Bonham. Tex.. *old if
(xril W. Reddoch and Ralph fl
Hooks bv- Charles L. Cain for s75.0<
Sale brokered bv Hamilton-Landis
Associates.
Peonle on the move: Edward
W. Smith from Adam Young. 1
troit. to KQV. Pittsburgh, as gem i
10 OCTOBER
sales manager . . . Daniel W. Kops,
president of WTRY Broadcasting
Corp.. Albany, N. Y., and WAVZ
Broadcasting Corp., New Haven, re-
elected national president, The Asso-
ciated Press Radio & Television Assn.
. . . Rita Garner from WMCA, N. Y.
C. to WABC, same city, as advertising
& exploitation manager . . . Richard
Stone from Avery-Knodel and Don
Huber from Curtis Advertising, to
WABC, N.Y.C. as account executives
Nadine HiU to KPRO, Riverside,
Calif., as promotion manager . . .
Mace West to WKID, Champaign,
111., sales representative . . . Stuart C.
Burr to KRLA. L.A.. as account
executive. ?
The Triangle Stations which pio-
neered in fin back in 1941, be-
j gins this week a new f m service.
, The fm service will embrace WFIL-
FM. Philadelphia; WNBF-FM, Bing-
hamton, N. Y.; and WNHC-FM. New
; , Haven, Conn.
u They will be joined, later this
month', bv WFBG-FM. Altoona. Pa..
land KRFM. Fresno, Calif.
FM is getting an extra boost in
the Kansas City area this week.
The city's mayor has designated this
ueek as FM Radio Week in Kansas
City.
ill Counter gesture: he was gifted with
an fm radio by the Kansas City FM
Broadcasters' Assn.
Active fm regional-national ac-
I counts : British Overseas Airways
. . Imperial Division, Chrysler
2orp. . . . Guardian Life Insurance
Co. . . . Pan American Airways . . .
Vlagna vox . . . Ford dealers . . .
Lowenbrau Beer.
IjjVew fm'er: K-QUE, Houston, be-
J j;an broadcasting this week.
JlVew f m affiliate: WDAS-FM,
'hiladelphia, joining QXR Network.
and public service programs in
many major markets.
The network urges: "'Prompt adop-J
tion." Ir^CBS Television Spot Sales ha
Their stand: "The public in theV added a Sales Presentation De-
major markets with only two stations J^fpartment to their operation.
is being deprived of one-third of the .£*,• ; Daniel R. Kelly, the company's \--
television service which is available '."' -istant Research Manager, will head
to those communities which now have V up the new department,
three stations." •', ^
'Rep appointments: KIMO, Hilo
Hawaii to Breen and Ward, New
York Citj . . . KSDO, San Diego, to
' Adam Young . . . KXEN, St. Louis,
and WMNI, Columbus, Ohio, to
Broadcast Time Sales.
Personnel moves: John Falcetta
from H-R Television New York Citv,
to Boiling, same city, as director pub-
licity & promotion .. . . Paul Kins-
ley, to Broadcast Time Sales, New
York City, as director sales develop-
ment, from San Francisco office, same
company . . . Paul O'Brien to
Broadcast Time Sales. Philadelphia,
as office manager, from WNTA-AM-
TV. Newark. N. J. sales staff . . .
Ward Glenn to BTS San Francisco
office as manager.
Merger: Day-Wdlinsjton, Seattle,
and H. S. Tacobson & Associates,
Portland
is giving strong vocal sup-
port to FCC's proposal of addi-
iional YHF channels by decrying
|he lack of educational, cultural.
Six CBS affiliates were presented
with Golden Microphone Award.
The occasion: 30 years affiliation
with CBS Radio Network.
The men accepting the awards and
their respective stations: Charles
Crutchfield. executive v. p. and gener-
al manager WBT, Charlotte: Lowell
MacMillan, v.p. and general manager
WHEC, Rochester; Cecil Sansbury,
general manager WHP, Harrisburg:
Lloyd Dennis, v.p. WTOP, Wash-
ington; William Bryan, general man-
ager KTRH, Houston; and Thorn-
ton Cran. president CFRB, Toronto.
ABC Radio has added nine new
affiliates. They are: KAGT, Ana-
cortes, Wash.; WMEK, Chase City,
Va.; KOOS, Coos Bay, Ore!;
WWHG, Hornell, N. Y.; KAAB.
Hot Springs. Ark.; KWBA, Houston,
Tex.: WPGW, Portland. Ind.:
KFMJ, Tulsa. Okla.: and WNSM.
Valparaiso, Fla.
Net tv sales: General Mills (Knox
Reeves. Minneapolis) to sponsor
NBC News Day Report on NBC
TV. beginning this week.
Net elections: Richard A. Borel,
WBNS-TV, Columbus. Orio, Director
of Television, elected CBS Television
Affiliates Assn. board chairman . . .
Tom Chauncey, KOOL-TV. Phoe-
nix, president, to succeed Borel as
Association secretary.
Net program notes: ABC Radio
debuted Flair, a daily afternoon series
featuring top tv and show people per-
sonalities, this week . . . ABC ready-
ing Las Vegas, a weekly, one-hour tv
series. scheduled to break on the
1961-62 seasons.
Network switch — WICU-TV, Erie,
Pa., to switch primary affiliation from
NBC to ABC, next May.
No detail is too small where the
art of timing can assist tv film
sales.
Distributors frequently tie their
program released to some general
event for added impact.
Thus CNP's Pony Exoress was
linked to the centennial of that serv-
ice, and Blue Angels to the 50th anni-
versarv of naval aviation.
Now CNP will take advantage of
the football season to release a single
feature film. Republic's Crazylegs
If inch.
Sales: MCA's If Squad re-runs to
KTTV. Los Angeles: KPLR-TV. St.
Louis: WMAL-TV. Washington. D.
C: W ALA. TV. Mobile- KOOL-TV.
PWnix: KTSM-TV. EI Paso, and
KYSO-TV. Wichita Falls . . . King
Features' new 208 Popeye cartoons to
KTI A. To, Anceles . . . NTA's Is-
signment Indent ater to American
10 OCTOBER 1960
69
Hardware & Supplg Companj (Sykes
Idv.) in Pittsburgh ■ K DK \ I \ .
Rochester, Buffalo. Huntington
( barleston, and Harrisburg . . . CNP's
A*. C. M. P. to KFBB-TV. Great Falls;
\\ I l\. Indianapolis; WWTV, Cadil-
lac KID-TV, Idaho Falls: KOOK-
rV, Billings; KYTV, Springfield, Me.;
WCBY-TV, Bristol, Va.; WSBA-TV,
York, Pa.: KPIX. San Francisco:
\\\(.\1T\. Presque Isle. Me.:
W I \( -TV. Johnston. Pa. : and WDB.J-
TV. Roanoke. Va. . . . Ziv-UA's Sea
Hunt renewed for a fourth year by
Bristol-Myers I DCS&S i in New York
and bj Standard Oil <>[ California
l BBDO) in 20 markets, including Los
Angeles, San Francisco, Salt Lake
( it\. Sacramento. Fresno. Spokane,
Seattle-Tacoma, San Diego. Portland.
Yakima. Bakersfield, Phoenix. Eu-
gene-Roseburg, Medford, Salinas.
Monterey, Boise-Mampa, Eureka. Kla-
math Falls. San Luis Obispo, and
Honolulu.
More sales: CBS Newsfilm service
to WRDW-TV, Atlanta: KRCG-TV.
Jefferson City, Mo. : WREX-TV. Rock-
ford, 111.: WTOL-TV. Toledo. Ohio.
Now you can. listen.
and compare
before you buy
the rich Syracuse
N.Y. market
at our
expense
in. by
. . . Get the proof of WFBL leadership! Make a personal survey of
station programming in Syracuse — by telephone. Call WFBL col-
lect at any time of day or night to hear the live broadcast ol the
moment by any or all stations. We think you'll agree with local
listeners and advertisers; the most enjoyable good music, the best
news reporting in Centra] New York is heard on WFBL. It delivers
the audience you want to sell. Listen, compare. Prove it to yourself.
Phone HOward 3-8631 collect. Ask Eor Sponsor Listening Service.
radio
5000 WATTS DAY AND NIGHT
FIRST IN CENTRAL NEW YORK
REPRESENTED NATIONALLY BY GEORGE P. HOLLINGBERY CO.
and KOLO-TV, Reno, Nev.; new
foreign subscribers are Fuji Telecast-
ing Co. Tok\u, Japan: CFC.VTY
Calgary, Canada; CHAN-TV, Van
couver, Canada, and Productores Tele
rision tasociados, Montevideo, Uru-
gnay.
Programs and producer?: U. 5.
Borax' Death Valley Days, re-run as
The Pioneers, transferred for distribu
tion to Peter M. Robeck, 230 Park
Avenue. New York: series was for
raerly distributed bv Crosby/Browi
Productions . .. ABC Films to dis
tribute Herts-Lion International's Fa-
mous Ghost Stories and The Inquisi
tion . . . Collier Young and Robert H.
Hill have formed CoUier Young As-
sociate?, an independent tv produc-
tion companv headquartering at
MGM . . . Felix the Cat Productions
has purchased the RCA Film Record
ing Studios in New York at 411 Fifth
Avenue: henceforth the studios will
be known as 411 Recording Stu-
dios. Inc. . . . Ziv-UA has placed
Miami Undercover in syndication,
Strictly personnel: Kurt Blum«
berg appointed sales v. p. for Robert
Lawrence Productions . . . Carl Lin-
demann. Jr. to CXP as programs
v.p. . . . Arthur Greenfield ap
pointed manager of Screen Gems
northcentral area syndication force.
headquartering in Detroit . . . Jo<j
Cramer named director of busine
affairs for Paramount Television Pr
ductions . . . Frank Brill promote
to v.p. of MCA TV film syndication
division.
PUBLIC SERVICE
Westinghouse Broadcasting had
put together a number of publ
service shows. Among them:
• University of the Air — a I
series covering courses in inedicirei
religion, philosophy, mathemat
chemistry, economics and language. 1
• The American Civil \S ar — .(J
L3-week series scheduled to break iii
November.
• The America at Mid-CenturJ
Series — a series of five LS-mini.tJ
programs starting this week.
• American Forum —
presentation Great Issues
SPONSOR
10 OCTOBER
irrtnj
]
196J
series to continue for the rest of the
vear.
Service programing: KGW-TV,
Portland, beginning fourth >ear of
Teenarama — a program centered
around schools, teenage problems, de-
sires, accomplishments . . . WFYI.
Garden City. L. I. station manager.
Wallace Dunlap, an Air Force Reserve
Captain, scripting and narrating four
quarter-hour transcribed programs
with pops singer. Joni James for
Christmas distribution to 2,000 radio
stations. The project: Operation
Reindeer.
Public service notes : WTVJ,
Miami, newsmen. Ron Oppen and Ed
Reed, spent six davs at Florida State
.Prison, to shoot film for the stations
, F.Y.I, program entitled Men Behind
(Bars — The Story of Raiford,
which was telecast late last month . . .
f KDKA-TV, Pittsburgh, general man-
3 ager Jerome R. Reeves, to head up the
Pittsburgh Radio-TV Club in a com-
munitv effort to raise money for the
local United Fund Torch Drive. Don
laloset. general manager of WPIT,
Hand Greer Parkinson. WCAE, exec,
to assist. Stations participating also
include KDKA-TV, WIIC-TV, and
Btae-tv.
I MCA, N.Y.C., will do a series of
['specials starting 23 October, deal-
I ng with problems both local and
I jeneral.
| The topics under consideration
Include: crowded court dockets:
I rowded hospitals: growing boredom
I mong the aired: teenagers who de-
llerve recognition.
| '.onnecticut's four tv stations are
I tutting out a monthly bulletin co-
peratively giving details about
I heir public service programs.
t The stations: WTIC-TV. Hartford:
rXHC-TV. New Haven, WHCT.
I artford and WHNB-TV. New Brit-
fore good deeders : WIBG, Phila-
plphia. d.j.ers and news staffers who
"e giving off-mike hours to commu-
ty projects are: Bill Wright, serving
jjj Philadelphia Fire Dept. commit-
b; Jerry Stevens, arranging special
"inefit for Mentally Retarded Chil-
ONSOR • 10 OCTOBER 1960
dren; Harvey Miller, working with
Philly police inspector on children
rehabilitation program: Bill Jones
I aided by the Mrs.) door to door
1 nited Fund campaigners: Jerr\
Grove, chairman Darby Township
Delaware County School District Au-
thority: Chairman Briarcliffe Little
League: PTA and Bov Scout officer;
Bob Knox. Ardmore Optimist Club
member in charge of youth activities;
and president of Beverly Hills Junior
High School PTA; member executive
board Hishland Park Canteen. An
estimated 72 hours a week is spent by
the WIBG familv on these services.
TRADE DATES
NAB fall conferences, Atlanta,
Biltmore Hotel. 13-14 October . . .
10th Annual Hi Fi Music Show,
Benjamin Franklin Hotel, Philadel-
phia. 18-20 November . . . Austral-
ian Association of Advertising
Agencies annual meeting, Adelaide.
Australia. 9-12 October. ^
DEFINITION
stat'is-ti'cian (stat'TstTsr/an) ,n.
ts facts and figures, such as the fact that
I people in the United States are men.
BECAUSE OF THESE FACTS WE CLAIM THAT 50% OF
THE MARRIED PEOPLE IN OUR AUDIENCE ARE W(
AND WHEN YOU TELEVISE TO 448,000 TV \
THAT'S A LOT OF WOMEN AND MEN, BECAUSE THESE
FACTS ARE TRUE, THIS MAKES FOR A LOT OF
CHILDREN TOO -AS A MATTER OF FACT, SOME 2,000,000
PEOPLE ALL TOGETHER. ADD TO THIS WSLS-TV GET-
TING THE MESSAGE ACROSS EVERY DAY, AND YOU
HAVE A POWERFUL MEDIA, SO IF YOU'RE A STATIS-
TICIAN AND WANT THE FACTS AND FIGURES, JUST ASK
WSLS
ROANOKE. VIRGINIA
ANOTHER WRBL-TV EXCLUSIVE
IN GEORGIA'S SECOND
MARKET
m
BUY THE )*,
SUPERLATIVE
STATION
E. Newton Wray, Pres. & Gen. Mgr.
Represented by The Katz Agency, Inc.
in».
Tv and radio
NEWSMAKERS
Russ Raycroft has been appointed station
manager of KPLR-TV. St. Louis. He comes
to his new post hacked by more than 30
years' experience in broadcasting. These
include 11 years at WGN, Chicago; eight
years with Dancer-Fitzgerald-Sample. New
York and Chicago; and posts of vice presi-
dent in charge of radio and television for
Robert W. Orr. Inc., New York. In addi-
he was national tv director for the film producing firm of Wild-
Inc. Raycroft taught radio courses at Northwestern University.
Donald P. Rupert was appointed to the
sales manager post at the Balaban Milwau-
kee station, WRIT. He succeeds Parker R.
Daggett who recently was named general
manager of K-BOX, the company's Dallas
station. Rupert, who has been a WRIT
account executive since 1958. was associ-
ated with the Bell Formica Co. as sales
manager for a 10-year period. Rupert
attended the University of Milwaukee. Married, thi
children Rupert served four vears in the AAF durin<
father of two
World War II.
Janet Byers was appointed advertisin;
manager for KFWB. Hollywood. Shi
comes to the Crowell-Collier station from
KYW Radio. Cleveland, where for the past
five years she had been advertising ami
promotion manager. Miss Byers began h» r
broadcasting career in 1949 as WLW-C
Columbus, copywriter, later did radio N
publicity for Y&R: sales research and pres-
entation writing for RAB: and sales promotion for WINS, N. Y. A
charter member of BPA, her KYW work won national recognition.
William Andrews has been appointed
general sales manager of syndication at
Independent Television Corp. He replaces
Alvin E. Unger who resigned to join the
Hank Saperstein Organization. Chicago
born. Andrews joined ITC two years ago
as western division manager. Last June he
was named northeastern division manager.
Prior to his ITC affiliation. Andrews was
spot sales manager for ZIV Television for three and a half year;
attended the U. of Oregon, is married and the father of three chili
10 OCTORFR 19 '•'
frank talk to buyers of
air media facilities
I
The seller's viewpoint
That radio's biggest problem is to sell itself needs no argument. The big
r/uestion is "How?" Jay Victor, who runs an agency under the same name in
Newark, N. J., and is an experienced hand at radio, maintains the only way
to funnel substantially greater ad expenditures to this medium is to go to the
source of all ad monies— the manufacturer himself. Victor is not only talk-
ing about face-to-face contacts. He is talking about selling radio by using
radio itself, by using the large-circulation publications the manufacturer
reads. All radio needs, he says, is 1% more of the total advertising pot.
RADIO NEEDS A POLICY TO REACH THE POLICY MAKER
Iwlillions of dollars and man hours are consumed every
year in the care and feeding of the timebuyer, that gen-
tle(?) soul who never even enters the picture until all
media allocations have been irrevocably set, and who then
and only then is given his little "budget" to spend.
Weird isn't it?
Yet this is the alley up which every major seller of net-
work or spot radio seems to tread. For such is the blind-
ness of radio today that it wastes its powers over the
crumbs that are offered and loses sight completely of the
loaf itself from which all crumbs must fall.
An outsider might find it incredible but nobody in this
business — nobody — seems to concentrate on the men be-
hind the men who buy the time. No organization is around
to spark a plan or explain "how to reach that other pup, the
guy who wakes the timebuyer up," at all. Yet here is the very
seed of media's growth. Because here at the policy level
is where the actual allocations are firmed. And it is this
level and this level alone, that determines how much of
anyone's money ever goes where. Think about it, then ask
yourself this question: As of now how many agencies have
a radio media supervisor on their plans board?
Place the blame where the blame belongs. Radio does
not seem to understand that advertising needs an advertis-
ing story, too. It fights itself. It does not fight for itself
with any conviction at all. Its occasional speeches in its
own behalf are generally beamed at agencies, and if the
shop talk has any merit at all, it occasionally earns a
paragraph in the broadcast press. Little more. With all
due respect to the present non-profit associations that serve
it, what the industry needs is a counterpart of the Coffee
Bureau — or the Meat Institute or the Dairymen's Associa-
tion. "Milk is good for you" says the Dairyman, "drink
three glasses a day." Who says that about radio? Who is
fighting to expand its market? Yet radio has as powerful
a message, in its way, to deliver as has milk or meat or
even the delicious coffee bean. More powerful in some
ways, too. For with diversification growing in every major
corporation today no medium can do a better umbrella job
for anywhere near the dollar expended.
I am not offering an academic thought. In my opinion
this is an idea that should be implemented starting to-
morrow by the 4,000 stations that stand to profit. For
with any sort of effort radio has nowhere to go but up.
We are smothered in research and pretty brochures. What
is needed is the fresh air of a down-to-earth, hard-sell cam-
paign to reach the man who signs the checks.
If I were to plan this industry-wide campaign I'd go over
every agency head directly to the manufacturer himself,
search him out in his own habitat, speak to him in the
language he understands, tell him the dramatic story of
what radio can do for him. I'd seek him out in publica-
tions like the Wall Street Journal, Nation s Business, New
York Times, etc. I'd sell him radio via radio, too, in every
open spot a station could spare. The manufacturer must
be convinced that what he needs is more of radio, and he
must tell this to his agency. It will not work the other
way 'round, for strangely enough, an agency is a far
stiffer group than the clients it serves. In the business of
running advertising, I mean. For the client in this area
generally has little fixed overhead, no really fixed opinion
and a marriage license he can break at any time. He is
always looking for a better and more economical way to
sell his product. He switches agencies very often — proof
enough that you, too. can sell him if you try.
Last year some $12 billion were spent in advertising. If
just V < of that were added to radio's share there'd be an
extra $120 million a year to split. This is the pot of gold
the radio industry should be shooting for. And the shoot-
ing season is now. ^
SPONSOR • 10 OCTOBER 1960
SPONSOR
SPEAKS
[An important ANA-AAAA announcement
Sometimes the most significant developments in our busi-
ness are announced so quietly and with such little fanfare
that they almost escape attention.
This was the case last week when the Association of Nation-
al Advertisers and the American Association of Advertising
Agencies disclosed the formation of a joint committee to im-
prove advertising content.
The new ANA-AAAA committee, which will have as co-
chairmen Edward D. Gerbic, v.p. Heublein Inc. and Robert
E. Allen, pies. Fuller & Smith & Ross, will number 20 top-
ranking agency and advertiser executives.
Their mission will be to "deal with that small percentage
of national advertising which is deemed in bad taste, manifest-
ly misleading, or otherwise likely to be harmful to advertis-
ing as a whole."
But the unusual and important aspect of the committee's
work will be the machinery and techniques they will use in
policing the industry.
Effective immediately the ANA-AAAA group will be oper-
ating the "Interchange of Opinion" which the AAAA has
been conducting since 1946.
Under the "Interchange" system complaints about copy
and commercials which are misleading, harmful, and in bad
taste are referred confidentially to the members of the com-
mittee for individual study.
If a majority of the members believe that the problem is
serious, both agency and advertisers are asked by the com-
mittee to take corrective action.
During the past five years 151 such requests have been
sent out by the AAAA Interchange Committee and only four
agencies and advertisers have failed to comply.
Now, with the added pressure and prestige of ANA sup-
port the work of the committee should be even more effective.
Particularly significant is the fact that the ANA-AAAA
group is dealing specifically in the shadowy area of good
taste and with copy which, though it may be factually correct,
i> offensive to the public and harmful to advertising.
Last week ANA-AAAA officials told sponsor that the com-
mil tec would be glad to process complaints from NAB mem-
bers on offensive advertising. Address them to Richard L.
Scheidker, c/o AAAA, 420 Lexington Ave., New York. ^
74
lO-SECOND SPOTS
UNusual: We know a guy who
solved the traffic problem in New
"i oik during the monumental UN ses-
sions with its heads of state winging
all over town. He hired a big, black
limousine, got himself a homberg,
and rented four motorcycles (with
drivers dressed in black jackets, blue
pants, boots and blue helmets). His
final items were a siren, a little Ameri-
can flag and a little blue, white, and
green one his wife whipped up on the
sewing machine. Police stopped traf-
fic for a week wherever he sped, and
his office teas picketed for three days
by a group that wanted him to get
out of Lithuania.
Immobile unit: During all the fuss
and chicken feathers that accompa-
nied Castro to and from and among
Harlem, WLIB had a box seat. It's
located right smack in the Hotel
Theresa. One of the staffers reports
that in the middle of one of those pro-
and anti-Fidel demonstrations, some
guy with more important things on
his mind carried a sign that read:
Pittsburgh, si — Yankees, no!
Life begins at: Red Skelton intro-
duced fortxish James Aubrey Jr. to
the audience at his opening show of
the season. Said Red: "He's president
of the CBS TV Network— but almost
young enough to be President of the
I 'nited States."
Final chapter: AP reports that the
former head of a stock advisory sen -
ice who authored a book titled ' ; How
to Build a Fortune and Save on
Taxes," filed for bankruptcy in Feder-
al Court, listing assets of $2,052 and
debts of $55,811. Probably a stunt for
his next book, "How I Ran Through
My First Fortune."
Presidential choice: For those who
cannot decide for whom to vote, we
nominate Caroline Hill, a secretary at 1
McCann-Erickson's corporate office.
While agency chief Marion Harper Jr.
was addressing a recent meeting of
Mc-E managers at the Waldorf-Astor-
ia's Starlight Roof, Andrei Gromyko
marched in with five bodyguards.
\lis> Hill stood up to the Russians
and convinced them they had moved
into the wrong territory. They with-
drew. Well, it's not a kitchen, but
still. . . .
SPONSOR • 10 OCTOBER 1960
Detroit is speaking its piece— and loving the opportunity— on WWJ's
exciting radio public forum. A torrent of phone calls rushes to the
studio every evening. Citizens from far and near air their views on
myriad timely subjects as the whole town listens. And popular Bob
Maxwell handles every one with consummate skill.
Human interest, community service, a salesmaker! That's "Phone-
Opinion", another example of Total Radio for the Total Man on WWJ.
Better place your call today—
to your nearest PGW office.
%A#%A# I A M and FM
WWJ RADIO
Detroit's Basic Radio Station
NBC Affiliate
NATIONAL REPESENTATIVES: PETERS, GRIFFIN, WOODWARD, INC.
OWNED AND OPERATED BY THE DETROIT NEWS
Did you
1200 ft.
Yes, the prudent buyer knows that WISC-TV at
Madison, Wisconsin has the tallest tower in the state,
bringing service to 378,310 TV homes m thirty-two
counties in Wisconsin, Illinois and Iowa. For instance,
in the Rockford area, WISC-TV now carries 25 out of
38 nighttime CBS Network programs exclusively.
CMAMME
MAD I SON, Wl SC.
~^f K Rep,«,en t<! d Nationally by
17 OCTOBER I960
40< m copy • SB m year
THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE
like yW o( Mk ad ^c
FEEN RAV WISCONSIN
STATION DRIVE
TO OFFSET TV
SPOT CARRIERS
Important affiliates
proffer seven-point
plan which includes
longer station breaks
Page 27
Do wholesale
figures mislead
air clients?
Page 30
Radio sparks
fast-growing
retail chain
Page 32
Lady execs rule
sales roost at
Official Films
Page 34
NOW AVAILABLE . . .
Radio Impact
in the Twin |
City Market
A sociological study approved
by the University of Minnesota
A recently completed survey designed to
measure the impact and impression which
each radio station and its personalities
makes on the Twin Cities population has now
been compiled for use by advertisers and
advertising agencies.
Under the direction of Dr. Roy Francis, Pro-
fessor of Sociology, University of Minnesota,
this survey meets the highest possible stand-
ards of design, procedure, sampling and
evaluation that modern research can provide.
Among the results which we (for obvious
reasons) find particularly interesting are
the following:
Favorite disc-jockey among 15 listed —
Don Doty
Favorite radio sports announcer-
Dick Nesbitt
Favorite radio newscaster— Bob Ryan
Impact is also measured by age, income and
educational levels.
Your nearest Edward Petry office or a
KSTP representative will be happy to give
you further details on obtaining a copy of
the survey. Or, you may write Byron E. An-
derson, Sales Manager, KSTP Radio, 3415
University Avenue, Minneapolis, Minnesota.
®o®o
RADIO
1500 ON YOUR DIAL
MINNEAPOLIS- ST. PAUL
VITAL'
TO STAND ON SOLID SALES GROUND
IN NORTHWESTERN OHIO AND SOUTH-
ERN MICHIGAN, YOU NEED
WSPDTV
the station with the new 1000-foot tower
reaching 443,400 homes. This is solid
coverage in the 2-billion-dollar market
TOLEDO
A\T0lE0otTjJ
A STORER STATION • Represen
and WSPA-TV can really counl 'em
throughout the thickl) populated Pied-
mont SUPERmarkel from our lower on
Paris Mountain, 3 miles from Greenville
and 1182 feel above average terrain.
we'd like to count YOU among our
SITI- Rmaikel advertisers, too.
Call your Hollingben
til
WSPA-TV
AM-FM-TV
channel
CBS in Spartanburg, S. C.
National Representatives
GEORGE P. HOUINGBERY CO.
/ ol. I /. No. 42
17 OCTOBER I960
^ SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
The counter-attack on spot carriers
27 Here's the network answer to seven-point proposal by top affiliate opera-
tors for easing their selling, made difficult by greater web flexibility
Wholesale shipments: Do they fool air clients?
30 Some stations charge that markets are heing bypassed as agencies sel
lists allocating advertising to wholesale points, not retail sales areas
Radio boosts fast-growing chain
32 Five years ago, with 24 outlets and a $10 million gross. John's Bargain
Stores added radio; current sales of its 144 stores are at $30 million
Lady execs rule Official Films sales roost
34 Grace Sullivan, director of national sales, and Sherlee Barish, v.p. of
syndication sales, hold their own in hard-selling tv film business
Public service tv sponsorship on rise
36 TIO's new study "Interaction" lists 1,038 public affair- programs pre-
sented over 264 local stations; 160 in 14 categories were sponsor-backed
Is slow-motion next tv commercials trend?
39 Among brands using technique is Prell, two of whose tv commercials use
slow-motion throughout, as visual aspect carries the burden of the sell
'Those two SPONSOR articles were wrong'
40 Bruce R. Bryant, head of CBS TV Spot Sales, takes issue with practices
which limit or screen the contacts between air salesmen and timebuyers
Public service swings big sales for chain
4X Star Markets food chain bought into Boston tv news panel show ten |1
years ago, which accounted for sales increase from $12 to $70 million
FEATURES
56 Film-Scope
25 49th and Madison
68 News & Idea Wrap-Up
6 Newsmaker of the Week
68 Picture Wrap-Up
46 Radio Results
80 Seller's Viewpoint
48 Sponsor Asks
12 Sponsor Backpage
58 Sponsor Hears
19 Sponsor-Scope
82 Sponsor Speaks
52 Spot Buys
82 Ten-Second Spots
16 Timebuyers at Work
78 Tv and Radio Newsmakers
5 5 Washington Week
r of Business Publications
>t Ciri
EBfl
SPONSOR PUBLICATIONS INC combined with TV Executive, tdnonn Circuie
Advertising Offices: 40 £. 49th St (49 b Madisom New York 17. N. Y. Telephone
Hill 8-2772 Chicago Of»ice: 612 N. Michigan Ave Pnone. Superior 7>o63 B"
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 608'
Boulevard. Phone: Hollywood 4-8089 Printing Office: 3110 Elm Ave.. Baltimore
Subscriptions: U. S. $8 a year. Canada & other Western Hemisphere Countri
veai Other Foreign countries $11 per year. Single copies 40c. Printed in USA
all correspondence to 40 I. 49th St., N. Y. 17. N :. MUrray Hill 8 2772 Published
by SPONSOR Publications Inc. 2nd class postage paid at Baltimore. Md
1. Md
$9 a
51960 Sp
ublications Inc.
PONSOR • 17 OCTOBER 1960
To add "atmosphere" to the sales pitch . . .
RCA Special Effects !
Products of your local sponsors can be given that "distinctive" appeal with intri-
guing traveling matte effects. Using RCA Special Effects equipment, exciting slide
or film backdrops can easily be inserted into commercials. You can place an
animated figure into a moving background or add "atmosphere" details that
give results, very simply. The system will accept signals from several sources to
produce a variety of effects.
In addition to traveling matte backgrounds, RCA can provide modules for 154
special effects, including wipes, split screens, block, wedge, circular and multiple
frequency patterns. Any ten effects may be preselected— simply plug ten modules
into the control panel. You get the right effect to add that extra sell to your pro-
grams and commercials every time !
Your RCA Special Effects will sell itself to
advertisers and give your station a competitive
edge. See your RCA Representative. Or write
to RCA, Broadcast and Television Equipment,
Dept. MC-264, Building 15-1, Camden, N. J.
for descriptive booklet. In Canada: RCA
VICTOR Company Limited, Montreal.
RCA Broadcast and Television Equipment • Camden, N. J.
1^".^^
fitted into a backyar
RCA Special Effects I
The Most Trusted Name in Television
RADIO CORPORATION OF AMERICA
San francisco
10,000 Watts
FULL TIME
BY
AND F M
GORDON BROADCASTING COMPANY
Ju*^ I Li Su»o
KOBY So- '•=-< .re » KSDO So" C90 * KBUZ ***">«
NEWSMAKER
of the week
The bromleast industry is experiencing a turning point to-
ward a netc life in the new year as Florida Gov. LeRoy Collins
takes the post as president of the Motional Assn. of Broadcasters
in Washington. On 4 January, he becomes the 17th presi-
dent of the all-industry group which paces broadcast's meth-
ods and morals. One question being asked by observers: Can
a politician cope with tv/radio communications complexities?
The newsmaker: Florida Gov. LeRoy Collins, 51. an-
nounced some time ago that he would retire from political life and
public office at the close of his gubernatorial term on 1 January of
next year. This move backgrounded submission of his name as a
possible successor to Harold Fellows shortly after the NAB president
died last March. An NAB interim committee of three men as well
as a selection committee of eight — all leaders in the radio/tv industry
— started moves last spring which
were climaxed a week ago (10 Oc-
tober I with the sanction of their
choice for this high post for a
three-year term. There appeared
to be many factors in favor of his
selection, few occasioning any
doubt as to the direction he'll take.
Gov. Collins has been chosen
because of his national prominence
as a governor as well as chairman
of the Democratic National Con-
vention in Los Angeles this past
summer, because he's respected by
colleagues as well as adversaries and has
as an administrator, attorney, and politician.
He's worked diligentlv to expand industrial horizons in Florida and
is believed to have a wide understanding of business and industry.
Some observers, however, wonder how a man adept at these
undertakings can cope with the unique and mounting problems of
broadcasts. NAB's membership numbers more than 2.500 tv and
radio stations as well as the networks. How, some ask. can an execu-
tive with no precise training in such complex fields as am, fm, and
tv — in programing, transmission, operations, advertising, engineer-
ing — grasp needs and spearhead industry action as well as re-
action? But NAB's basic problems are not technical. It seeks (1) to
improve the industry's "image" with government, and the public;
(2 I to forestall national, state, or local regulation by legislation.
Gov. Collins is expected to spearhead imaginatively and forcefully
a task force of NAB pros (some 80 of them I , all of whom are
specialists in specific broadcast areas. His task will be to set the
broad blueprint for action and then to have top professionals — at the
NAB and in the industry — implement this plan. ^
SPONSOR • IT OCTOBER 1960
Gov. LeRoy Collins
iade a distinguished record
Hard-boiled rating service
Let's face it: The toughest rating service news for five years without an interrup-
of all is determined by the sponsor's pen; .. ,_. tion. Sealy Mattress has sponsored the
he either signs a renewal or he doesn't. '^^ 11:10 P.M. weather show for eight years.
And, by this standard especially, we shine ^ Ratings like these from top national ad-
with a gem-like brilliance. For example, ^^ vertisers pay off — for our clients and for
Esso Standard has sponsored our 11 P.M. fc^J us — against any competition.
WJAR-TV
CHANNEL 10,
PROVIDENCE, R.I.
PONSOR • 17 OCTOBER 1960
^^ For years SPONSOR has been my fount of
ideas and facts. It keeps me posted
week after week on vital developments
in radio and TV spot.
HOPE MARTINEZ, BBDO
Hope Martinez purchases SPOT
for the following BBDO clients:
Lucky Strike Cigarettes, Philco
Corp.. Pan American Coffee
Bureau, United Fruit Co.
and B. F. Goodrich Co.
Miss Martinez is one of the "titanic 2000" who finalizes over 95% of all the national
SPOT business sold in America. It will better a billion in 1961. To every station owner and
station representative the name of Hope Martinez is synonymous with time buying at its best.
Needless to say she reads SPONSOR.
TIMEBUYERS at BBDO include not only the men and women who actually buy SPOT but, in
a broader sense, the hard core of media supervisors, account executives, researchers and other
key personnel who work along with them. 87 of these key personnel at BBDO subscribe to
SPONSOR.
Put in another way — 950 out of every dollar spent in national SPOT will be spent by the
men and women who subscribe to SPONSOR. If we're talking figures — these are the
only figures that count.
BREAKDOWN OF SUBSCRIBERS AT BBDO
President, Exec. Vice Presidents, Vice Presidents
Account Executives and Branch Managers 3
Timebuyers — 2
Other media personnel
Research, programing, publicity I
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
40 East 49th St. MU 8-2772 New York 17
to buy
PURCHASING
POWER RO <=HiSTER
BUY WHEC
Yes ! Buy the Biggest Group of BUYERS!
THE GROUP THAT IS 25 YEARS OLD OR OLDER!
STATION B-82% STATION C-65%
Spec/a/ PULSE Audience Composition Survey March 1960
Choose a QUALITY station for a QUALITY audience!
BASIC
CBS
ROCHESTER, N.Y. I£=-
REPRESENTATIVES: EVERETT McKINNEY. INC.
NEW YORK • CHICAGO • LOS ANGELES . SAN FRANCISCO
-
SPONSOR
Executive Vice President
Bernard Piatt
Secretary-Treasurer
Elaine Couper Glenn
EDITORIAL DEPARTMENT
Executive Editor
John E. McMillin
News Editor
Managing Editor
Alfred J. Jaffe
Midwest Editor (Chicago)
Gwen Smart
Film Editor
Heyward Ehrlich
Associate Editors
Jack Lindrup
Ben Seff
Walter F. Scanlon
Michael G. Silver
Ruth Schlanger
Diane Schwartz
Contributing Editor
Joe Csida
Art Editor
Maury Kurtz
Production Editor
Lee St. John
ADVERTISING DEPARTMENT
Sales Manager
Arthur E. Breider
Eastern Office
Willard Dougherty
Western Manager
George Dietrich
CIRCULATION DEPARTMENT
L C. Windsor. Manager
Virginia Markey
Readers' Service
Barbara Wiggins
ADVINISTRATIVE DEPT.
S. T. Massimino. Assistant to Publisher
Laura O. Paperman, Accounting Manage r
George Becker; Michael Crocco; Syd Gul
man; Wilke Rich; Irene Sulzbach; Dorotl
Tinker; Flora Tomadelli
SPONSOR • 17 OCTOBER 196C
Bins*"-*"*
Eg JHabch ~~J
teu
Spend your time more profitably
in North Carolina where WSJS
television gives you grade A
coverage of more large cities
than any other station
television
Winston-Salem / Greensboro
CHANNEL 12
SPONSOR • 17 OCTOBER I960
by Joe Csida
KBUZ
&KSDO
The first word in fine music
with high rated audience ac-
ceptance. KBUZ, Phoenix
and KSDO, San Diego have
located the adult audience
and keep them listening to
your clients' message with
full-time fine radio.
gLfy
JU->
KBUZ Phoenix AM and FM
KBUZ San Diego AM
and the all new
KQBY San Francisco AM and FM
THE GORDON BROADCASTING CO,
Sponsor
backstage
Was great debate worth prime net time?
The best available estimates were that maybe
somewhere between 75 million and 100 million
viewers watched and listened to the first great
debate between two candidates for the office of
President of the United States on all three of the
video networks at 9:30 to 10:30 p.m., EDST on
the night of Monday, 26 September, 1960. Sur-
veys and interviews with the man in the street
the morning after the big argument indicated that, as per usual,
there were those who resented the hell out of the fact that Adventures
in Paradise (not an original, a repeat yeti had to be canceled to
permit the two seekers after the most important office on the face of
the earth to say their respective pieces on the domestic issues.
There were those, and there always will be no doubt. The inclina-
tion of those of us who are willing to forego an exciting dramatic
show with a wooden actor in the lead to hear what the men who may
decide our destinies and the destinies of our children have to say, is
to pooh-pooh the short-sighted nuts who bemoan the loss of such an
entertainment interval. But, as I've noted, the Adventures in Paradise
episode scheduled was a repeat. The titillating fall and winter sched-
ule of entertainment programs had not yet been launched. And let's
face it. the first great debate was inexcusably polite and dull, and
ducked some issues which screamed to be aired.
Now there are three more chapters of his great debate scheduled:
On 7 October Senator Kennedy and Veep Nixon will probably
meet in Cleveland; on October 13 there will be a split screen duel
with the vice president in Los Angeles and Senator Kennedy in
New York; and on 21 October they will argue their respective po-
sitions on foreign affairs in the same studio once again.
\nd I submit that quite possibly the whole future of great de-
bates, in the fullest and truest sense of the words, will be on the line
in these next three conversational duels. For all three of them will
be bucking the best of the new season. And while the television
critics may wail over the continuance of the cowboy shows and the
cops and robbers series, these have proved potency over and beyond
stale repeats of Adventures in Paradise. What they really have that
the initial historic great debate lacked entirely was some 100 r 7 gen-
uine unashamed, uninhibited emotional wallop.
I am fullv aware of the vast need for the two young men w T ho
seek to head the nation, and the free nations of the world to display
dignity and decorum in impressive quantities. The very fact that
each is less than a half-century old makes restraint and the calm
and collected statesmanlike approach a must. But my guess is that if
{Please turn to page 14)
SPONSOR • 17 OCTOBER 1960
1
f
Lots of
stations claim
to be dominant.
The August Nielsen
Special Four Week
Report proves
WAGA-TV in Atlanta
is DOMINANT!
1st. in Atlanta!
Over-all share of audience
for period ending August 7 39.1
Station B 36.6; Station C 24.3
waga4yB
THE STORER STATION IN ATLANTA
(NSI Special 4-Week Report August 1960 Metro Area Average Day Part Station Shares M-F 6am-6pm Sun-Sat 6 pm-mid.)
SPONSOR • 17 OCTOBER 1960
sIDEWHEELER^
& FLYING
MACHINES
Don't be detoured. If you
want to move in Metropolitan
New York, you need WPAT . . .
the station that moves millions
throughout 31 counties in New
York, New Jersey, Pennsylvania
and Connecticut. Follow the lead
of the world's leading lines.
They're in transports over the
effectiveness of WPAT . . . where
transportation and travel adver-
tising has climbed to a strato-
spheric 2090% increase in three
short years. There's no doubt
about it, commercials get there
faster on WPAT. And for adver-
tisers, getting there is all the fun.
Here are only a few of the world
travelers who've found out how
much faster and how much more
fun it can be to get there on
WPAT: Arosa Steamship Lines,
Braniff, BOAC, Capital, The
French Line, Irish Airlines,
K L M, National, Northeast,
Northwest, Sabena, SAS, TWA
and United. In the past three
years, all of them have advertised
on WPAT ... the station with
the air of success.
&?
^ Sponsor backstage [Continued from page 12]
they maintain this imperturbable Emily Postish attitude through the
next three debates, the last one will find only a handful of scholars,
historians, and dedicated workers of the Democratic and Republican
parties among the viewers.
Decorum to the point of dullness
From a sheer debate standpoint, each left himself wide open, but
Mr. Nixon chose not to throw a straight, hard right at Mr. Kennedy's
chin, and Mr. Kennedy reacted in kindly kind. It was quite dull,
not to say irritating and unconvincing. The rich, young Senator
from Massachusetts had been making, and in the big debate before
the video nation, chose to continue to make the point that ". . .
I'm not satisfied when the United States had last year the lowest rate
of economic growth of any major industrialized society in the world,
because economic growth means strength and vitality. . . ."
This is such a transparent insult to the intelligence of any voter
that you would have felt that Mr. Nixon would have said so with a
certain amount of heat and passion. Did he? Not at all. He calmly
waited his turn, — and the turn was so far removed in time from the
Senator's initial remarks along these lines that the answer lost its
impact — and then he pointed out with exquisite politeness that:
". . . First of all, I think it is well to put in perspective where we
really do stand with regard to the Soviet Union in this whole matter
of growth. The Soviet Tnion has been moving faster than we have.
But the reason for that is obvious. They start from a much lower
base. Although they have been moving faster in growth than we
have, we find, for example, today, that their gross national product
is only 44% of our gross national product. That's the same percent-
age that it was twenty years ago."
Both underestimate viewer/voter's intelligence
Now, any thinking voter was aware of this for the first time the
papers reported Senator Kennedy's usage of this fact, used in such
an insultingly twisted manner. Yet Mr. Nixon's answer, pertinent
and strong as it was, came only in the summation of the one-hour
debate, the three-minute-and-20-second period, when each candidate
was allowed to wrap up his case. Kennedy's initial statement to this
effect came in his very opening remarks in the earliest minutes of
the program. I'm sure the Republican candidate was following the
sound debating principle he learned way back in high school that
you save your strong shots for your summing up. But I doubt it's
effectiveness in this case.
And I decry more than the positioning of his answer, the complete
lack of honest vehemence in his presentation of it. I had the feeling
he should have charged Senator Kennedy with insulting the intelli-
gence of the American voter. Maybe he didn't because there were
certainly statements made by Mr. Nixon, in rebuttal to which Mr.
Kennedy could have made a like charge. Maybe Herb Klein and
Bobby Kennedy and their advisors all signed a pre-debate pact to
be calm and dignified and imperturbable and unemotional about the
whole thing. Maybe they intend to continue in this manner through
the next three stanzas.
My concern is, that if they do, most viewers will wind up voting
for Gardner McKay. ^
SPONSOR • 17 OCTOBER 1960
It's traditional in the theater. When the houselights
come up, the audience disappears into the lobby . . .
the sidewalk ... the rest rooms. Fine for the theater.
|ilVlurder for television.
| '~or on TV, the intermission is the thing. It pays the
Teight. The most you can ask of the show is that it
fill the house with the people you want. It's up to
the commercial to hold the audience in their seats . . .
and sel| them ... for three minutes of intermission.
Obvious? Sure!
Overlooked? Often! Which is one thing we try al-
ways to avoid at Ayer. The commercial is the payoff.
N. W. AYER & SON, INC.
ONSOR • 17 OCTOBER 1960
FRESH MONEY!
Research Triangle Park
Unleashes New Buying $
You have a new. solid reason for sched-
uling WPTF. The North Carolina Re-
search Triangle Park has progressed
from "dream" to reality. Early estimates
that the Park will attract research in-
stallations employing 7,000 persons ap-
pear conservative.
FIRST to be completed was the multi-
million dollar Chemstrand Research Cen-
ter. Following closely will be the Re-
search Triangle Institute headquarters,
the Dreyfus International Center for
Polymer Research, and the U. S. Forest
Service eastern regional laboratory.
MORE WILL FOLLOW. The three institu-
tions which form the Triangle already
provide the largest concentration of re-
search personnel in the South. (North
Carolina State at Raleigh, Duke Univer-
sity at Durham, the University of North
Carolina at Chapel Hill.) Now. with the
4,600 acre Park a going operation, the
future development will be substantial.
SCHEDULE WPTF ... a better buy than
ever. And don't hesitate to call if we
can help you or your Southern manager
open doors in this exciting, new segment
of our market. Our towers are practi-
cally next door to the Park and we are
intimately familiar with the area's trade
patterns and potential.
50,000 WATTS 680 KC
NBC Alliliole lor RaleighDu'ham
and Eoiiem North Carolina
R H. Mason, General Manager
Gus Youngsteadt, Sales Manager
PETERS, GRIFFIN, WOODWARD, INC. I
Timebuyers
at work
Nate Rind, Doyle Dane Bernbach, New York, would like to see
current competitive media information more readily available. "The
existence of such publications as Media Records, PIB. LNA-BAR
and sundry reports on spot radio activity testifies to the importance
of competitive advertising activity in the media business. Frequently,
the material is used in the prepara-
tion of media and budget recom-
mendations, and this form of media
cooperation works to the benefit of
the medium as well as the agency.
If the information were not impor-
tant, the time, money and effort in
accumulating this data would not
be expended. The various media
are often happv to make known
the activity of competitors in their
publications and when making
presentation?. Published competi-
tive data are rarely current. In order to get this information, direct
contact with media is necessary. Some publications and stations re-
spond immediately. A minority, unfortunately, do not. It is part of the
selling operation and constitutes a legitimate request. The same medium
which refuses will probably request a service someday of the agency."
M\ik
advertisers seeking to heavy up
prime consideration has to be
requirements." Dube points out.
Jack Dube, Cole Fischer & Rogow. New York, sees sponsorship of J
syndicated programs as a media strategy not to be overlooked by I
in certain markets. "Of course the ml
individual marketing and product )
'but if these conditions allow, there
is a great deal to be said for invest-
ing in syndicated shows. To begin
with there is significant prestige to
be had from sponsorship of a pro-
gram. And this approach offers
the advertiser an opportunity to
air his one-minute announcements
during prime time. Furthermore,
product identification with a pro-
gram offers vast merchandising
possibilities. Both the trade
the consumer are susceptible
this t\pe of program-oriented mer-l
chandising. Dube suggests that '"when network clearance difficult
are encountered, syndicated program buys may provide the answ
These are some of the main reasons why. though it's probably les>
of a task to recommend spot purchases in a given situation. I feel
timebuyers ought to explore the feasibility of show sponsorship.
SPONSOR • 17 OCTOBER 196<
yHUi
r ■ 'Mm-
Tfr
nip
^■Pi^ : ■
z
v r
^
Really, dahling, anybody ivho is SOMEBODY is on
WING in
•>•
True, more national and local somebodies adver-
tise on \^ IXG than on any other Dayton station.
There must be a reason! Get the FACTS from
your East/Man or General Manager Dale Moudy.
Find out why high-flying WING has become the
pivot point for all national and local bins in
Dayton.
robert e. eastman & co., «*
national representative
TiMEBUYERS...
write a caption for this picture
and win S25 CASH! Deadline
October 30. Winning caption
will appear in November -1 issue.
Give vour entry to your East,' L
Man. or mail to WING, Talbott ~
Tower, Davton 2. Ohio
This month's Caption Winner:
Esther V. Andersen. MaeFar-
land. Aveyard & Co.. Chicago.
Illinois
AIR TRAILS static
; WEZE, Boston; WKLO, Louisville; WING, Dayton; WCOL, Columbus; and WIZE, Springfield, Ohio
ONSOR • 17 OCTOBER 1960
No significant difference!
This was the verdict of
the A. C. Nielsen Company
following their qualitative
analysis of the audiences
of two New York TV stations
-the leading Network station
and wpix, the prestige
independent. This special study
provides a direct comparison
of the audiences of both stations
during the hours 7-11 PM,
seven nights a week:
FAMILY INCOME
HOME OWNERSHIP
AUTOMOBILE
OWNERSHIP
SIZE OF FAMILY
AGE OF HOUSEWIFE
OCCUPATION, HEAD
OF HOUSEHOLD
Nielsen states: "None of
the comparisons yielded a
significant difference."
Saying it another way, the
"content" of a rating point
on wpix and the leading
Network station is the same!
(Details upon request)
where are
your
60-second
commercials
tonight?
i
the prestige
independent with
network
audiences!
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
*> SPONSOR-SCOPE
17 OCTOBER I960
C.pyrlgtat IMO
PUBLICATIONS INC.
The hottest rumors along Madison Avenue these days relate to this : some giant
automotive or another is being on the verge of getting a separate agency for a com-
pact.
Admen who are in pretty close touch with Detroit's problems think that type of divorce-
ment is at least a year off.
It can't, they say, become a trend until much of the turmoil in marketing and
factory-dealer relationships created by the compact revolution has been resolved.
The frictions are not only in the factory-dealer area, they also involve agencies. For
instance, one agency is having a nerve-wracking time getting clearances from the Detroit boss
on copy pertaining to the compact line.
But the key question plaguing the factory is this: do you sell them as twin cars or
do you sell the compact all off by itself, and competitively?
And, of course, any spinoff trend will depend on the answer to that conumdrum.
For the big and medium-sized reps September turned out to be one of the
biggest months ever in terms of gross business written.
A cross-check estimate put the increase for tv somewhere between 20-25% and for spot
radio, 10-15%.
Carter's Pills (Bates), with refurbished copy and the word Liver extracted, has
swung back into spot tv, placing — something that's not so common — 26-week sched-
ules.
Other national spot tv activity includes: Brillo (JWT), two flights, one 10 weeks
and the other, starting January, 29 weeks, three minutes a day; Betty Crocker (BBDO) ;
Spic & Span (Y&R) ; Calumet baking powder (FCB) ; Welch's grape jelly (Manoff) ; Maytag
and Brown Shoes (Burnett) ; Robin Hood Flour (Kastor) .
Kraft Parkay (NL&B) is about to request availabilities.
In radio, Wander's Mivitine (Clinton E. Frank) is buying introductory markets. The
budgets call for heaw saturation.
For those sellers of television who are griping about finding it tough to get a
response out of Lever on its first quarter buying possibilities, here's an insight into
what's going on:
1) In momentary command of selling expenditure at the topmost level is the camp that
favors pouring more money into promotion than into advertising.
2) The pro-advertising camp thinks that the longer the company holds off making deci-
sions the better will be the chances of walking into a tv buyer's market.
The promotion-minded element in the company has this figure on their side: the presi-
dent himself, M. C. Mumford.
Net result: a blurred picture of advertising direction, policy and authority.
Local spot should be benefiting from the new Renault (Kudner) policy which
is to put more advertising emphasis at the dealer level.
Renault's president, Maurice Bosquet, enunciated this step last week when he assumed
sales policy direction for the company in the U.S.
The French car's first job had been to get identity through national advertising and now
the task is to build ample area support for its 800 dealers.
• 17 OCTOBER 1960
19
y
SPONSOR-SCOPE continued
Watch for Minnesota Mining & Manufacturing to launch an advertising cam-
paign to educate ad managers, agency management and account men on the advan-
tages of tape for video commercials.
The main objective: to counter the opposition tape has been getting from many
agency commercial producers who prefer to play along with film.
Suggestion from the tape studios: because most commercial producers aren't equipped to
handle live commercials (tape) as well as film, it would be to the bigger agency's advantage
to have two specialists with equal authority, one for film and the other, tape. Such an
arrangement already prevails at BBDO, with each man in a position to relate why his medium
would serve the particular project better.
As it turns out this year the national spot shoe fits very nicely for stations in
the key radio markets.
They're being well loaded with automotive and other accounts until the latter part of
November, which makes it possible for them to take on lots of pre-christmas adver-
tising from local retailers.
The stations like it when they can give such customers plenty of frequency around the
clock during these heavy gift-buying weeks.
Coca-Cola's expansion activities, according to estimates, should find the com-
pany spending at least $20 million for advertising within the next two years.
What with offering a full line of beverage flavors, orange juice (Minute Maid) and one
of the largest of instant coffee brands (also Minute Maid), the company has easily achieved
the billion-dollar class in sales.
The "debate*" fever among tv and radio stations is spreading around like a
Kansas grass fire.
For easy confirmation scan the reports contained under Public Service in sponsor's News
and Idea Wrap-up lately.
Politicos of every description and rank are being hauled to free mikes and
cameras to confront their opponents and even answer questions phoned in during the
exchange by viewers and listeners.
It's the hottest programing genre that's come along the pike in years and, as one rep put
it. the stations in their excitement are giving away free something that used to bring them a
tidy income.
A migration that caused somewhat of a surprise in Madison Avenue media
circles : Hal Miller from Benton & Bowles, where he has been associate media director.
to Grey, where he'll have the same title.
Miller's chief at Grey will be Larry Deckinger, with whom he worked at Biow just
prior to his coming with B&B five years ago.
NBC TV will hold its annual affiliates convention at the Plaza in New York City
on 16-17 November.
Says the network : the affiliates' board of delegates hasn't so far indicated that it
will have some new proposals, like more station break time, more minute participation* I
for spot sale in network programs, etc.
(See page 29 for what some stations want in the way of sales opportunities.)
For other news coverage In this issue, see Newsmaker of the Week, page 6;
Spot Buys, page 52; News and Idea Wrap-Up, page 70; Washington Week, page 55; SPONSOR
Hears, page 58; Tv and Radio Newsmakers, page 78; and Film-Scope, page 56.
SPONSOR • 17 OCTOBER 1960
,,:.
e eavesdropped on a hurricane!
From the time severe hurricane "Donna" was
pawned in the churning Caribbean, this station
istened in on her progress, and reported calmly and
factually to our TV viewers and to our radio listeners.
We reported the crashing rain-drenched path of
Donna" through the Bahamas . . . the terrible devasta-
ion of Marathon Key. . . . We traced the turn to the
lorth that sent the killer storm crashing into the
^lorida mainland, and toward heavily-populated
ampa-St. Petersburg. . . .
The storm picks up speed. . . . Cape Sable is
. . Fort Myers reels under 130-mile winds. . . .
iVe pick up the first communication from this hard-hit
my. . . . Tampa battens down. . . . Families evacuate
,ie low areas and the Gulf Beaches, the orders go out
ver WFLA-TV and Radio.
Sarasota staggers
under "Donna". . . . and Bradenton, Arcadia,
Wauchula. . . .
Then WFLA News Director Jerry Harper,
boarded up in the Tampa weather bureau, says: "The
eye of the hurricane will pass east of the Tampa Bay
area, going directly over Lakeland.". . . Tampans and
the beach residents breath a sigh of relief, while the
folks east of us dig in for the worst.
And so it went on. ... 36 hours of grinding vigil,
eavesdropping on a hurricane, by WFLA personnel to
bring our viewers and listeners the minule-to-minute
facts. ... a tremendous example of how the immediacy
and thoroughness of electronic journalism can inform
accurately, factually; stifling rumors, helping to keep
death and damage down and assisting local govern-
ments maintain order.
Another WFLA-TV first. To inform
the more than one-thousand deaf
persons in the path of hurricane
"Donna" — this station arranged
with Mr. Roy Carter, who himseif
does not hear, to re/ay all hur-
ricane bulletins in the sign
language of the deaf.
In addition, a Spanish speaking
newsman was utilized to broad-
cast in that language for the
benefit of the nearly 50,000 Latin
people living in this area.
The big busy 28-
County Safes Area
blanketed by
WFLA-TV,
wffo-fv GO K
ESENTED NATIONALLY BY BLAIR-TV
'ONSOR • 17 OCTOBER 1960
CREATIVITY . .
wfmy-tv creates
sales in the nation's 44th marker
This ancient Indian pottery is a product To sell the nation's 44th market* (44 coun-
of someone's innate ability . . . creativity. ties, 17 cities in all) . . . where 2.3 million
Here in the Industrial Piedmont the one customers have $3.2' billion dollars to spend
station with the proven ability to create . . . call your H-R-P rep today.
SaleS iS WFMY-TV. *Source: Television Magazine, 1960 Data Book
SPONSOR • 17 OCTOBER I960 1
49th and
Madison
Basics
I found your "Timebuying Basics"
most interesting. I think other peo-
ple in our shop would feel likewise.
Would it be possible to have more
copies?
Carol Brosmer
timebuyer
Meldrum and Fewsmith, Inc.
Cleveland
Reprints of "Timebuying Basics" and other
■ections of SPONSOR'S Air Media Basics are
available at nominal cost.
! More on Negro supplemenf
I would like to call your attention to
an obvious error in the special Negro
market section of the 26 September
SPONSOR, page 20. You list the Wash-
ington, D. C, market as being 53%
Negro. Against this you show a total
population of over two million peo-
ple and a Negro population of 600,-
000.
As a matter of simple arithmetic,
your answer should be approximately
30% rather than 53%.
As a matter of fact, you show a
similar 53% figure on page 18 and
do not make it clear whether you are
I referring to the city or the market.
I There are a little more than two
million people in the five-county
j Metropolitan Washington Area. Ac-
cording to the Census, 746,958 of
J these people live in the District of
(Columbia. The correct figure on the
Negro population I would estimate to
be about 53% of this 747,000, or
about 420,000. This amounts to about
21% of the total market population,
not 53%.
I would suggest that when you ac-
cept figures from someone with an
axe to grind, you check their accu-
acy.
Ben Strouse
president
WWDC
Washington, D. C.
population of the Washington Area as
ired to the total Washington Area popula-
tion is around 30% rather than 53% as indi-
eated on page 20 of SPONSOR'S 9th Annual
Vegro Supplement (26 Sept.). However, be-
SPONSOR • 17 OCTOBER 1960
cause of an incomplete explanation, percent of
Negroes for practically all of the 47 markets
listed does not correspond with the total Ne-
groes and total population figures. The three
columns should have been clarified as follows:
Negroes, 1958 (metro area); Total population.
1959 (metro area); % Negroes (city only).
I was delighted to contribute an artl
cle for the annual supplement on Ne-
gro radio.
Unfortunately, the gremlins thai
fly around linotype machines were al
work. On page 50, the third para-
graph begins "Lastly, it is
time to abolish the concept of broad-
cast apartheid" — this of course was
exactly the opposite of what I meanl
and what I said in the copy sent you.
The copy read, "Lastly, is it not time
to abolish the concept of broadcast
apartheid."
I would appreciate your noting
this correction in the event certain
readers may have read the article
quickly.
Peter M. Bardach
media supervisor
Foote, Cone & Belding
N.Y.C.
Response to radio series
I just want you to know that your
recent series on radio's creativity at
the grass-roots level is one of the
brightest things any trade magazine
in our field has ever done. My hope
is that the series will create a new
dimension of interest among time-
buyers — that they will be inspired to
inquire about the station's point of
difference in its market, rather than
just what its ratings are.
Radio is on the threshold of an
era of greatness the medium has
never known. And why not? As
sponsor so well points out in your
series, now there are over 3,000
sources of creativity, rather than just
3 or 4.
It's great — just great!
Ernie Tannen
owner
The Eastern Shore Bdcstg. Co.
Pocomoke City, Md.
FOR 33 YEARSI
the STORE R station
backed by 33 years
of responsible broadcasting
CALL KATZ
f ' f l M
/ dl J \dxdydz ~ ~ I ~ K^4x\dx^dx i dx i
q l V\ - q 2 Vl
(«£)•!
m 3
m + j T + g™? 4 +
VI - ? 2
«/ / mq
1 - ? 2
-h s h x -+Kk 2 + V+h,*) '
-e.e* +^(ex 2 + e y 2 + e e 2 )
Jks£ a matter of Relativity)
IHARLOTTE IS FIRST TV MARKET IN ENTIRE SOUTHEAST WITH 636,900 TV HOMES*
VBTV DELIVERS 55-3^ MORE TELEVISION HOMES THAN CHARLOTTE STATION "B"*
* Television Magazine — Sept. 1960
*ARB 1960 Coverage Study-
Average Daily Total Homes Delivered
LET'S COMPARE MARKETS!
JEFFERSON STANDARD BROADCASTING COMPANY
UIBTV
CHANNEL 2 ® CHARLOTTE
CHARLOTTE
ATLANTA
MIAMI
MEMPHIS
BIRMINGHAM
LOUISVILLE
NEW ORLEANS
NORFOLK
RICHMOND
636,900
528.500
517,600
462,600
420,700
418,900
363,500
297.700
265,800
^ SPONSOR
17 OCTOBER 1960
TV OUTLETS
WANT LONGER
CHAINBREAKS
Major goal of affiliates is secur-
ing more time during chainbreaks,
by means of: more daytime
breaks; ending daytime shoivs 35
seconds early; mid-program 40-
second breaks in nighttime hour
shows; sale of two 20's at night
THE COUNTER-ATTACK
ON SPOT CARRIERS
Top affiliate operators propose seven steps to ease their selling,
made difficult by greater web flexibility. Here's the network answer
w\ seven-point comprehensive pro-
posal to help tv affiliates out of the
Ipot selling squeeze brought about by
betwork selling practices has been
Irawn up by a group of influential
I. but anonymous) affiliate station
owners and managers.
The proposal contains specific sug-
gestions to (1) end confusion in the
!irea of product protection, (2) in-
PONSOR • 17 OCTOBER 1960
crease the size and number of station
breaks between and within network
programs, (3) open the local sale of
unsponsored network programs, and
(4) revise placement of commercials
and credits within network shows.
The affiliates' aim is a solution "with-
out undue hardship to the networks
and without inflicting on the viewer
an undue amount of commercials.
The seven points were made neces-
sary, their authors said, because "as
network selling becomes more and
more flexible, the affiliates' position
becomes increasingly rigid. You
might say that the networks are selling
more these days, but the affiliates are
enjoying it less."
Of significance to the industry was
the apparent acceptance of the fact
27
Networks are adamant against any
station plan to cut program time
thai networks will continue selling
like spot, with spot carriers, scatter
plans, multi-participations, short-flight
selling; and that specials, cross-plug-
ging and other manifestations of net-
work flexibility were here to stay.
Stations and their representatives
had fought these practices in the past.
With these proposals, at least some of
them are saving that they are not try-
ing to stop Avhat appears to be the
inevitable, but are trying to salvage
what they can. The following seven
steps are designed, therefore, to "re-
store at least a part of the local sta-
tions' flexibility and potential revenue
that has been lost" as network opera-
tions have become more flexible.
Regarding product protection of
network advertisers:
Point One — Provide as much notice
as possible of sponsorship changes
and not hold the affiliates responsible
for product conflicts attendant thereto
short of a lapse of 28 days from the
giving of such notice.
Point Two — Review the whole
problem of product protection with a
view toward restricting advertisers to
fewer products for protection pur-
poses: specifically, restrict the num
her of products of the parent com
pany that can be carried in a major-
minor program purchase. Moreover,
restrict the products carried in the
sponsored program.
Regarding station breaks between
and within network programs:
Point Three — Provide the stations
with additional minute breaks be-
tween commercial network programs
in the davtime in lieu of conventional
20-second and 10-second break posi-
tion-.
Point Four — Permit in stated policy
affiliates to sell daytime minute an-
Douncements adjacent to unsold net-
work programs, accommodating such
by ending these programs 35 seconds
earlv.
Point Five — Provide middle breaks
in all hour-long shows currently on
the schedule or planned for the future
whose formats follow such breaks
without harming the program's con-
tent. In the case of dramatic pro-
grams in which a station break would
be an intrusion, eliminating the
middle break therein, stations to be
given 40 seconds before and after
such programs to allow the stations to
partially recapture the revenue lost
by the elimination of the break posi-
tion at mid-program point.
Point Six — Work toward the sched-
uling of nighttime network programs
so as to permit the affiliates to sched-
ule up to two 20-second announce-
ments between programs.
Regarding the sale of unsponsored
network programs:
Point Seven — Permit affiliates to|
sell locally unsold minutes in network
shows on a two-week recapturable
basis.
Network reaction — from CBS and
NBC — ranged from outright agree-
ment on some points to a flat "abso-
lutely no!" on others. ABC declined
to comment on any of the points.)
Agency reactions, which show signs
of being quite outspoken on some of
the suggestions, will be covered by
SPONSOR in its next issue.
On Point One, asking for 28 daysl
1
A SEVEN-POINT PROPOSAL
AFFILIATES' PLAN
PROVIDE as much notice as possible of sponsorship changes anc
not hold the affiliates responsible for product conflicts attendant
thereto short of a lapse of 28 days from the giving of such notice!
I REVIEW the whole problem of product protection with a view towartj
restricting advertisers to fewer products for protection purposes]
3
PROVIDE the stations with additional minute breaks between cor
mercial network programs in the daytime in lieu of conventions
20-second and 10-second break positions.
PERMIT in stated policy affiliates to sell daytime minute announce
( ments adjacent to unsold network programs, accommodating sue
by ending these programs 35 seconds early.
i PROVIDE middle breaks in all hour-long shows currently on till
k schedule or planned for the future whose formats allow such bresl-
' without harming the program's content.
6
Work toward the scheduling of nighttime network programs so «
to permit the affiliates to schedule up to two 20-second announcM
ments between programs.
7
Permit affiliates to sell locally unsold minutes in network shew
on a two-week recapturable basis.
*ABC TV declined to comment on any of the points.
2;;
SPONSOR • 17 OCTOBER VM
notice, CBS's spokesman declared,
"We give them as much notice as pos-
sible on sponsorship changes. It is
the affiliate's responsibility, of course,
to use the chainbreak at its own
discretion. However, when a conflict
exists, the network endeavors to have
it eliminated."
NBC's stand on this point: "Con-
sidering the over-all tremendous vol-
ume of separate clients and product
advertising being currently serviced,
there are a negligible number of occa-
sions on which stations receive less
than 14 days prior notice (the time
required in spot contracts for
, changes) on which to shift local an-
nouncements to avoid conflict between
network and local advertising."
On the matter of product protec-
tion, Point Two, both networks agreed
that restrictions are needed. CBS
said it "took the initiative in breaking
down the type of competitive product
separation that carried over from
network radio. We will continue to
exert every effort in terms of educat-
ing and convincing advertisers that
competitive product adjacency should
be viewed in the same manner in net-
work television as in other media."
The NBC statement: "The NBC
network has been a leader since the
inauguration of network tv in progres-
sively limiting the extent of adver-
tiser product protection. It should
be borne in mind, however, that it is
the network advertiser who primaiih
supports the medium through pay-
ment of the cost of network programs
which create the value of the adjacent
station break availabilities.
"Hence, it is unreasonable to sug-
gest further limitation on the prod-
ucts which the network advertiser
may feature on the programs for
which he has paid."
Point Three, calling for more min-
ute breaks in daytime, and Point
Four, suggesting ending daytime
(Please turn to page 42)
ID THE REACTION OF TWO TELEVISION NETWORKS*
CBS POSITION
NjWORK'S responsibility is to give as much notice as
Jhitde on sponsorship changes; affiliate's responsibility is
oje break at own discretion. We try to eliminate conflicts.
continue to exert every effort to convince adver-
t competitive product adjacency should be viewed in
! manner in network television as in other media.
provide specific places in the daytime schedule where
^ates may schedule one-minute spots, by eliminating 30's
iddle of half-hour shows, adding them to end.t
answer to Point Three.
Tj'-N full hour show is sold to two half-hour sponsor!
j,.^c is provided. A sponsor buying an entire hour is
to an hour uninterrupted by local commercials.
|iOLUTELY NO!"
(permit this) from time to time when feasible, where
0yve the right insofar as our agreements with the pack-
(<and sponsor are concerned.
i nearly all dally p
NBC POSITION
THERE are a negligible number of occasions on which sta-
tions receive less than 14 days prior notice on which to
shift local spots to avoid conflicts with network ads.
NETWORK advertiser, by his support, creates valuable adja-
cencies. Hence, it is unreasonable to further limit the prod-
ucts which he may feature on shows for which he pays.
INFORMATION from major affiliates indicates that there is
a large potential in 10's and 20's, and these stations desire
the retention of the 30-second mid-program break.
"IT should be noted that ABC provides a significantly lesser
number of mid-program breaks which are highly salable in
major markets."
NO other advertising should interrupt a one-hour sponsored
program paid for by a single advertiser; not proper to ask
him to relinquish time at end of show for local advertising.
IMPROPER to suggest that effectiveness of network client's
ads be reduced even in the slightest by cutting program
time, or adding additional messages adjacent to his time.
DID this until board of delegate's meeting prior to fourth
quarter of 1960. Affiliates did not desire to be burdened
with co-op fee necessary to recover network program costs.
ONSOR • 17 OCTOBER 1960
SHIPMENTS: DO THEY
FOOL AIR CLIENTS?
^ Fall buying season sees renewed station charge
that ad agencies give smaller markets short shrift
^ They say media budgets often favor key wholesale
distribution points rather than retail sales areas
Wa
' arehouses are beginning to
bulge this month as carloads of pack-
aged goods are shipped to distribu-
tion points before the rush of Thanks-
giving. Christmas and winter busi-
ness to consumers.
Because this pipeline activity is ac-
companied by heavier spot business
— an invariable feature of each year's
last quarter — but for other less obvi-
ous reasons, too. broadcasters have
been noticeablv more vocal this vear
in their complaints that spot market
lists are being weighted heavily in
favor of key wholesale distribution
centers rather than reflecting actual
point-of-sale data.
Typical of the broadcasters' com-
ments is this from Paul J. Miller,
managing director of WY^ VA. \Y heel-
ing. W. Va. : "Advertisers miss half
their sales potential if they don't
give the point-of-sale areas due con-
sideration, along with distribution
cities, in ad campaigns.
"Distribution set-ups are mostly
planned on the basis of state lines as
boundaries. . . . Merchandise credited
to the distribution area in larger
cities is not all used in those cities.
(yet) the agency gives those cities of
distribution advertising in proportion
to the business done."
Similar allegations have been
voiced to sponsor by Edward J.
Fitzgerald. Jr. of the Long Island
(N.Y.) Network iWGBB. WGSM),
H. Needham Smith of WTRF-TV,
Wheeling, Harold B. Barre of WRVA,
Richmond. Va.. and Paul Bain of
KOB-AM-TV. Albuquerque.
They contend, for example, that a
Wheeling or Steubenville is omitted
by a food or drug client who puts
his advertising money into Pitts-
burgh, the wholesale center. Yet the
stations say these smaller, peripheral
cities should not be omitted because
each accounts for significant retail
sales.
Admen last week commented on
these main station allegation;
1. That good retail markets are
bypassed in favor of wholesale cen
ters.
2. That retail sales are not, there-
fore, taken into account when the
basic market lists are prepared for
a campaign.
3. That national food and drug
chains are equally remiss in heavy-
ing-up in cities which are credited
with bulk shipments when actually
these distribution points reship a
large proportion of this merchandise
to other areas.
4. That a lot of consumers are
therefore not reached, even though
they are the ultimate users of a given
product.
New York media and marketing
professionals say that these charges
are. in some instances, true. But
they are unanimous in saying thi
kind of marketing pattern and medi
usage is not true for established
products or for large, corporate na-
tional manufacturers.
Courtesy of J. Leo Cooke
SPONSOR • 17 OCTOBER 196
I
Here's why. Warren Bahr, vice
president and associate media direc-
tor of Young & Rubicam, explains
that allocations are made as a percent-
age of sales, and the markets and
media selections over-all therefore
balance to match population.
This pattern, though true of pack-
aged goods, would not necessarily ap-
ply, of course, to other types of prod-
uct lines or to specialized items. Sun-
tan lotion, obviously, will always sell
better in certain areas, as will such
specialized lines as cold remedies,
anti-freezes, luxury goods, beer, grits,
i and such splinter-market products.
Bahr explains that the large corpo-
; rate manufacturer distributing na-
tionally knows exactly where his sales
i come from and, therefore, does not
miscalculate and put too much ad-
vertising stress in some areas, too
little on others. But, adds Bahr, the
smaller national manufacturer — the
family owned company, for example
— doesn't spend the kind of money
this sales check requires.
"Smaller companies don't have the
kind or size of field force or sales
organization which keeps on top of
every outlet in every area, and they
don't have the money to spend on
elaborate agency marketing surveys,
the Nielsen Food or Drug Index or
material available from the Market
Research Corp. of America," he says.
And store audits are difficult to
come by without these tools, says
Frank Heaston, marketing director
of Gardner Advertising Co., New
York. Bigger advertisers also are
able to get more complete data from
wholesalers and distributors who, he
explains, now are automated in many
cases and can break out exact figures
on Avhat was shipped where and when.
Heaston points out also that some
areas are deliberately omitted from
market lists for valid marketing rea-
sons. "A new product, for example,
may be pushed hardest in wholesaler
or broker territories because the
manufacturer wants to gain maxi-
mum distribution. And often it's
necessary to impress these people be-
fore you impress the consumer."
There are other instances in which
certain markets might be omitted,
even though the general pattern is to
match advertising to sales to people.
Bill Birkbeck, media buyer at Cun-
ningham & Walsh, says that a sales
drop is an automatic index to re-
appraisal of the market list. De-
pending on the product — which so
much of marketing and buying does
— "We may then add some markets
where we need more sales and slacken
ii!!!ii;i!ii:!i:ii!iiii!i!ii:![i:!;i!:;!ii:...::iiii!!i:ii: , : , :;!!!iiiiiii!;!iiiii!!!!iii!:;:ii!![!i;
HOW MAJOR AGENCIES TRY TO AVOID GUESSWORK
Wholesale shipments figures are important, but actual retail sales figures in specific
markets are more vital to media selections. Below is typical big agency analysis
compiled quarterly to show territories by cases sold per 1,000 persons, sales
ranking, number of tv homes impressions, percent of total sales of item each
market accounts for. But this type of analysis is elaborate and expensive
6re$i tv
Sates Mf nit '59 bone inprtssiou
house holdj (000) per ftr. (000)
Boston
28.8
31
1,046.5
897.0
1.90%
Hartford
18.9
52
828.8
500.8
.97
Providence
25.8
35
527.4
465.2
.83
Portland, Me.
20.4
48
531.2
340.1
.69
Albany
15.9
57
414.4
320.9
.38
Manhattan
Brooklyn
Newark
Pateraon
N.Y.
Diet.
9.9
64
4,662.6
1,975.4
2.74
Pittsburgh
28.4
33
935.7
809.6
1.70
nusloicn
20.8
47
749.9
690.4
.98
ONSOR • 17 OCTOBER 1960
ADVERTISING i
now being matched in many instances to tv coverage
by Frank Heaston, marketing manager of Gardner Ad
wholesaler-distributor lin
changed to meet
eas, as with Busch
New York. Former
by tv coverage
in others from which we might have
to take money."
'"Markets are very carefully selec-
ted, despite what some stations think.
And even though it really isn't their
business to know why their city isn't
on our basic list, we'll usually explain
to them even though some of our
thinking might seem to them ab-
stract."
Jerry Arthur, vice president and
media director of Donahue & Coe,
New York, cites the importance of
television in this marketing era and
points out that his shop and its clients
tend to base their allocations on tv
coverage patterns. He thinks that a
radio station, therefore, might have
a more legitimate point to make about
its market being omitted even though
it's a good retail sales area.
"A full pipeline," he says, "is just
one part of the complexity of mar-
keting. An advertiser is interested
only in getting sales, yet one factor
which a lot of stations forget about is
the advertiser's cost of getting those
sales." Sometimes the cost ratio is
t.H, high, even though the market
may be an excellent one for media
and their reach.
The marketing vice president of
one of the top 10 agencies, whose
management maintains a "no official
comment" policy, told sponsor that
"Advertising just doesn't follow dis-
tribution set-ups; it follows popula-
tion or media coverage areas, and it's
as simple as that.
"There are some instances of un-
usual products where different mar-
ket adjustments are made, obviously.
Beer has a higher per capita consump-
tion in the North than in the South.
A decade ago, soap sold better in the
Midwest because the water was hard-
er there. These are the type of fac-
tors considered in market selection.
"Another element, however, is that
the smaller grocery or drug adver-
tiser will sometimes try to advertise
beyond the consumer in order to im-
press chain store and distributor peo-
ple. A major marketer, however.
would never be so short-sighted as to
avoid reaching his ultimate consumer.
Anyone who thinks he would is being
ridiculous!"
The problem of tracing sales is a
tough one, the admen agree. And sta-
tions are correct in charging some
clients with not knowing where their
case shipments travel beyond the ma-
jor distribution or wholesale point.
This is particularly true of chain
stores, which ship from their own
warehouses with merchandise fan-
ning out over broad areas. And it's
true of the manufacturer who ships
(Please turn to page 50)
RADIO
^ John's Bargain Stores
up from 24 to 144 outlets
since radio debut in 1955
^ East Coast retailer runs
heavy spot schedule in three
cities, extras for openings
Last week John's Bargain Stores
opened an outlet in Scranton, Pa.;
a week before, in Washington and
Brooklyn ; the week before that, Long
Branch and Riverside, N. J.
And so it goes, week after week,
with no end in sight. John's latest
count is 144 stores in six eastern sea-
board states plus the District of
Columbia, and the chain has big plans
for further south. John's added spot
radio to its previously all-print media
lineup five years ago, when 24 stores
comprised the entire chain. Volume,
now at approximately S30 million per
annum, was in the neighborhood of
$10 million in those days.
Radio's bugetary share started off
at a rather modest 3%, but rose
steadily and today is 20 % of the
over-all budget, which, obviously, is
considerably higher than it was five
years ago. And the 209£ does not in-
clude spot barrages with which John's
frequently fanfares new store open-
ings.
The regular lineup includes WMCA.
New York (61 spots per week):
WHOM. New York (25 spots) ; W1P.
Philadelphia (33 spots), and WPAC.
Patchogue, L. I., N. Y. (50 spots).
John's buys all 60-second announce-
ments, having found them the best
length for its message. Heaviest em
phasis goes to the hours of 6:30-10
a.m., at which time listeners are urged
to come out and take advantage of the
day's bargains. The 4:30-7 p.m.
traffic hours also draw a healthy dose
of John's radio spots. The chain is
on the radio during the hours in be-
tween but to a lesser degree.
In addition to this regular schecl
ule, John's has been having a great
17 OCTOBER 1960
HELPS CHAIN'S 500% GROWTH
deal of success with one-week blitzes
of 100 spots or more in conjunction
with openings of new stores. In the
midst of Hurricane Donna, John's
ran 100 spots apiece on WDOV and
WKEN, Dover, Del., to plug an open-
ing there. The first-day turnout was
reportedly "tremendous" and radio
■ gets full media credit, since print ads
didn't begin until two days later.
Latest store-opening, 100-spot salvo
was fired off via WARM, Scranton,
last week.
John's first found out what it had
been missing when, five years ago, it
tried radio in Patchogue, L. I., to
5 remedy a sagging sales situation there.
Its advertising dollars were pulled out
' of local print media and invested in
announcements over WPAC. The sta-
tion's continuity director Ted Royce
wrote, produced and acted out a
series of humorous spots for John's
Patchogue branch. Within three
months, Royce reports, the store rose
from a "C" to an "A" classification,
in the chain's terminology, which
meant one of its weak sisters was
selling up there with the best of them.
And Royce has been with John's ever
since, serving now in the capacity of
radio advertising manager.
Royce creates both live and elec-
trically transcribed announcements
for John's. The live material usually
deals with the day's specials, and runs
primarily in the 6:30-10 a.m. time
block. Copy urges listeners to get
right down to John's for the bargains,
and according to Royce the merchan-
dise is usually sold out by 10 a.m.,
so it's necessary to cut off those an-
nouncements.
For the rest of the day, the e.t.'s are
aired, and they dwell more on regular
merchandise. "The e.t.'s are used pri-
marily to get listeners to remember
us, but even our regularly priced mer-
chandise is fantastically low-priced
and often our spots around 5 p.m.
will bring people into the stores be-
fore closing time the same evening."
Royce tries to keep a humorous sell
running through all of the John's
commercials, and when it comes to
the e.t.'s he generally pulls all the
stops. Among the zaniest of the re-
cent crop was a tie-in with Nikita
Khrushchev's U. S. visit. There is no
(Please turn to page 66 )
Lady execs rule
the sales roost
at Official Films
GRACE SULLIVAN'S day begins with a barrage of phone calls
Photos by Herb Levart
^ Grace Sullivan, director of national sales and secretary of firm; Sherlee
Barish, vice president, syndication sales, hold their own in a man's game
La<lv executives in the hard-boiled
sales sector of the tv film industry
come few and far between. And
Official Films is probably the only
tv company that can boast three top
female sales executives out of three
top sales positions: Grace Sullivan,
director of national sales, Sherlee
Barish, vice president in charge of
syndication, and Adrienne Douglass,
coordinator of international sales out
of Luxembourg.
Miss Sullivan and Miss Barish are
regarded in the trade as vivacious,
knowledgable, attractive ladies. Their
sex doesn't protect them from the
usual heavy schedule of agency calls,
equipped with film, pitch, et al. And
they are obviously a success, as evi-
denced by Official's profit position for
the first half of 1960.
In commenting with pride on his
somewhat unique sales setup, Official's
president Seymour Reed boasts that
"women seem to have more stamina
than men, and they cover more terri-
tory in less time." This being Offi-
cial's busiest selling season, with sev-
eral new five- and one-minute offer-
ings, Miss Sullivan and Miss Barish
are actively upholding his confidence
in them. They make between six
and eight agency and station calls a
day. "We've known some sharp sales-
men who start rubbing their ankles
after two or three daily calls," Miss
Sullivan said.
Miss Sullivan, a former high fash-
ion model, came to Official seven-and-
one-half years ago, when there was a
two-girl staff and "I did everything
from operating a switchboard to op-
erating a projector." At this time,
Official's product consisted of three-
minute music hall varieties and some
cartoons. Following Harold Hackett's
arrival as head of Official, Miss Sulli-
van became his secretary. In 1956 she
was made secretary of the corporation
and on 1 February 1960 was named
director of national sales. She also
supervises syndication sales in the
N.Y. area.
Her national sales task force con-
sists of two men. Do they mind a
woman boss? "In the tv industry,
people seem to be more broadminded
and don't mind a bit. We've got a
congenial shop," she replied.
As for the business in general,
"being a woman has a definite ad-
vantage as far as getting out and
meeting people," she said. "Ap-
pointments for instance are easier
for a woman to make because many
times agencymen are just plain curi-
ous about us. I am usually treated
very well, with most stations and
agencies seeming to put more effort
into advising me about my product
and the market," she told us.
Although most companies begin
hawking their tv wares in January
for the following fall, Official is ex-
periencing an early selling season
this year. "If you've got half-hour
or hour-long pilots to sell, January is
early enough," said Miss Sullivan.
"But we've not only got shows to
sell, we've got to educate agencies
and advertisers on how and where
to use them," she said.
Miss Sullivan began selling for
Official last January and had a "very
successful first month." About that
time Seymour Reed took over the
company as president, and the sales
SPONSOR • 17 OCTOBER I960 1
force had no chief. With Miss Sulli-
van's early sales record to back her
up (she called it "beginner's luck"),
she was made director of national
sales.
Miss Barish. with Official for five
years and before that with NTA, was
made vice president in charge of
syndication sales in June of this year.
She now makes calls on major mar-
kets only and has 10 field salesmen
working for her. Of these, two are
women. Mary Cox covers the New
England area for Official, and Kay
Herman, the Southwest.
Official however doesn't just hire
women for women's sake. It is diffi-
cult to find women with a film in-
dustrv background. "This is not a
I Please turn to page 62)
SHERLEE BARISH checks her appointment roster as
Miss Sullivan sets up another afternoon agency call
BUSY morning routine includes screening of
new material, such as this hour of 'Playboy's
Penthouse,' for program acceptance, along with
Joe Fusco Jr., of Official's station relations de-
partment; at the right, Miss Sullivan and Miss
Barish have a moment to enjoy an inside joke
on their way to respective agency calls. Both
isaleswomen make at least six daily agency or
! station visits during Official's rush selling season.
'SPONSOR • 17 OCTOBER 1960
SPONSORED PUBLIC SERVICE
^ New TIO report 'Interaction' details 1,038 public service programs on 264
individual television stations . . . many different types win advertiser backing
■Mast summer sponsor, in an article
titled "The New $25 Million Tv
Trend'" I issue of 25 July), reported
one of the most heartening develop-
ments of the new tv season — the in-
creasing number of network sponsors
who are backing public service and
public affairs programing.
This week, from the Television In-
formation Office comes a handsome
288 page report "Interaction" which
gives ample evidence that this trend
is extending to local public service
shows.
The TIO, under its director Louis
Hausman, and special project editor
Robert Louis Shayon, asked every
one of the country's 562 tv stations
(including the 47 ETV's) to send in
reports on the local public service
programs they had broadcast in the
18 months prior to April 1960.
Replies were received from 264
individual stations and 1,121 pro-
FROM THE NEW TIO STUDY: 160 LOCALLY-PRODUCED TV
COMMUNITY AFFAIRS AND PROBLEMS
Altoona, Pa.— Eye on Channel 10— WFBG-TV
Chattanooga— Point of View— WDEF-TV
Chicago— A Queen, the City, Its Future— WBKB
Dallas— Telescope— WFAA-TV
El Paso— 4 Noon— KROD-TV
Fort Dodge, la.— Calling Ed Breen— KQTV
Grand Rapids— Unit 8— WOOD-TV
Huntington, W. Va— News Conference— WSAZ-TV
La Crosse, Wis.— Coulee Crossroad— WKBT
Little Rock— Eye On Arkansas— KTHV
Los Angeles— 770 On TV— KABC-TV
Milwaukee— Special Asignment— WTMJ-TV
Nashville— Newsscope— Special Report— WSIX-TV
New Orleans— Byline Mel Leavitt— WDSU-TV
Omaha— The 10:25 Feature— WOW-TV
Peoria— It's Your Decision— WMBD-TV
Philadelphia— Eyewitness— WFIL-TV
St. Louis— Eye On St. Louis— KM OX-TV
San Antonio— Comment— WOAI-TV
Seattle— Seattle Report— KING-TV
Seattle— We Like It Here— KING-TV
Sio ux Ci ty— Channel 9 Reports— KVTV
South Bend -Elkhar t— Jac k Scott's Report— WSJV-TV
Tallahassee— Good Morning Show— WCTV
Tucson— Dateline Tucson— KOLD-TV
LITERATURE AND THE ARTS
Chicago— Books and Brent— W BKB
Ephrata-Moses Lake, Wash.— On Stage— KBAS-TV
Indianapolis— Easter Sunday Concert— WFBM-TV
Indianapolis — Indianapolis Symphony Orchestra —
WFBM-TV
Kansas City— Kansas City Hour— KCMO-TV
Nashville— Nashville Sings— WSIX-TV
New Orleans— Television Little Theatre— WWL-TV
New Orleans— A Tribute to Armando Agnini— WDSU-TV
Omaha— Concert Chorale— KETV
FOR BETTER SCHOOLS
Rockford— Graduation— WREX-TV
Syracuse— One O'Clock Scholar— WHEN-TV
SCIENCE AND TECHNOLOGY
Los Angeles — Adventure Tomorrow — KCOP
New York— The Magic Eye— WABC-TV
San Francisco— Science in Action— KRON-TV
CHILDREN AND YOUTH
Baton Rouge— Buckskin Bill— WAFB-TV
Chicago— Treetop House— WGN-TV
Detroit— Quiz 'em— WWJ-TV
Fort Wayne— Communism Looks at Youth— WPTA
Fort Wayne— Elektra Club— WANE-TV
Louisville— Hi Varieties— WHAS-TV
Meridian, Miss. — Quiz 'em on the Air — WTOK-TV
Miami— Youth in Review— WPST-TV
Oklahoma City— Miss Fran from Storyland— KWTV
Omaha — Playground Champions — KMTV
Rockford— Call On Casey— WREX-TV
San Diego— Zoorama— KFMB-TV
Syracuse— Magic Toy Shop— WHEN-TV
Valley City, N. P.— Teen Quiz— KXJB-TV
Yakima— Sports-o-rama— KNDO-TV
SPONSOR • 17 OCTOBER I960 1
BOOMS AT TV's LOCAL LEVEL
grams were reported. Of this total
TIO eliminated 83 shows which were
either straight newscasts or syndi-
cated shows in which the station was
not creatively involved.
The remaining 1.038 programs are
described in the "Interaction" study.
Even a cursory reading of the TIO
report cannot fail to impress observ-
ers with the extraordinary creativity,
originality, and effectiveness with
which the country's tv stations are
approaching their public service re-
sponsibilities on the community level.
To advertisers and agencies (as
well as station men) however, one of
the most interesting phases of the
TIO report is the number of these
locally produced public service shows
which receive sponsor backing.
Last week, spo.xsor editors went
over galley proofs of "Interaction"
and selected 160 programs which
were either partially, or fully adver-
tiser-supported.
Surprisingly, they fall into 14 dif-
ferent categories. (Of the 1.5 typea
of public service programs listed by
the TIO only the "formal education"'
classification failed to disclose evi-
dence of sponsorship.)
A detailed examination of a few
of the more important categories
shows the tremendous variety of im-
portant public affairs programs which
have attracted advertiser support.
In the "Community Affairs and
Problems" section, for instance.
WFBG-TV, Altoona's Eye on Chan-
PUBLIC SERVICE PROGRAMS THAT HAVE WON SPONSORS
GOVERNMENT AND POLITICS
HEALTH AND SOCIAL PROBLEMS
Austin— Press Conference— KTBC-TV
Birmingham— What's Your Problem?— WAPI-TV
Fort Dodge— Great Debate— KQTV
Columbus, Ohio— Juvenile Judge— WBNS-TV
Huntington— Man in Washington— WSAZ-TV
New Haven— Election '60 Spotlight— WNHC-TV
Detroit— Youth Bureau— WXYZ-TV
Hartford— To Live Tomorrow— WTIC-TV
Wichita— Election Party— KAKE-TV
SAFETY AND LAW ENFORCEMENT
Los Angeles— Divorce Court— KTTV
Los Angeles— Youth Court— KTLA
Cincinnati— Signal 3— WLW-T
Columbus, Ga— Operation Courtesy— WRBL-TV
Miami— To Smoke or Not to Smoke— WTVJ
Omaha— The Matter of the Heart— KETV
Lubbock— Traffic Report of the Air— KDUB-TV
San Diego— TV-8 Reports: "The Sex Offender"— KFMB-TV
St. Joseph— Big Jim and His Deputies— KFEQ-TV
San Francisco-Oakland— Doctor's News Conference—
RELIGION
KTVU
ORGANIZATIONS AND SERVICES
Springfield, Mass.— Chalice of Salvation— WWLP
FARM AND CONSERVATION
Abilene, Texas— Dateline, Abilene— KPAR-TV
Alexandria, La. — Almanac — KALB-TV
Amarillo— New Ideas— KGNC-TV
Atlanta— Today in Georgia— WSB-TV
Amarillo— Cotton John's Farm and Home— KGNC-TV
Cedar Rapids — Weather, Markets, and Farm News —
WMT-TV
Chicago— Farm Report— WBBM-TV
Atlanta— Two Belles— TV Edition— WAGA
Detroit— Michigan Outdoors— WW J -TV
Cadillac-Traverse City, Mich.— Scope— WWTV
Ephrata-Moses Lake— R. F. D— KBAS-TV
Cape Girardeau, Mo.— Breakfast Show— KFVS-TV
Evansville— Best in Hunting— Best in Fishing— WTVW
Florence, S. C— Southeast Almanac— WBTW
Columbus, Ohio— Morning Show— WTVN-TV
Harlingen, Texas— Table Talk— KGBT-TV
Memphis— Mid-south Today— WMCT
Kalamazoo — Feminine Fancies — WKZO-TV
Oklahoma City— Farm News and Markets— KWTV
Manchester — Revue Francaise — WMUR-TV
Philadelphia— Bill Bennett Show— WCAU-TV
Roanoke— Farm and Home— WSLS-TV
Shreveport— The Ark-La-Tex Farmer— KSLA-TV
Mobile— Woman's World— WKRG-TV
Monroe, La.— Clearing House— KNOE-TV
Norfolk— All-Navy and All-Air Force Boxing Shows—
WAVY-TV
Wilmington, N. C— Farm Beat— WECT
Winston-Salem— On the Farm— WSJS-TV
Norfolk— Story of the Peanut— WAVY-TV
NSOR • 17 OCTOBER 1960
nel 10 is a half-hour Sunday pro- mothers, and a small town weekly days a week. Channel 9 Reports 1
gram that focuses attention on such newspaper. on KVTV, Sioux City, is a monthly 1
problems as saving a local industry WKBT, La Crosse, devotes about half-hour documentary,
and improving slums, parks, libraries, half of its Coulee Crossroads show In the field of "Literature and the 1
and the state hospital. to farm problems. KABC, Los An- Arts," sponsored shows include On 1
KQTV, Fort Dodge, Iowa, has a geles, has in 770 on Tv a discussion Stage, presented by KBAS-TV, Eph- 1
program titled Calling Ed Breen and interview show which is the old- rata-Moses Lake, Washington, fea- 1
which presents two-way telephone est labor-sponsored tv program in ture a series of original tv plays writ-
conversations on local affairs, and has the world. WFIL-TV, Philadelphia's ten around dramatic and historical
covered such diverse subjects as gar- Eyewitness gives on-location film subjects of local interest,
bage collections, pension checks and reports in such local problems as The Kansas City Hour on KCMO-
a new government building. beatniks, drug addiction, mental TV presents monthly telecasts of
WOOD-TV, Grand Rapids, builds health, and transportation. the Kansas City Philharmonic Or-
95% of its Unit 8 programs around Comment on WOAI-TV, San An- chestra, while WFBM, Indianapolis,
its mobile unit which has taken sta- tonio, combines capsule news and a has had sponsored programs of the
tion crews and cameras to a migrant short editorial into a five-minute late Indianapolis Symphony. WWL-TV,
worker camp, a home for unwed evening program presented seven (Please turn to page 63)
SPONSORS BACK 14 TYPES OF PUBLIC SERVICE SHOWS
Parkersburg— Pulse of Industry— WTAP-TV
Utica— Good Living— WKTV
Peoria — Blue Ribbon Movie Intermission — WMBD-TV
Washington, D. C— The 25th Hour— WTOP-TV
Peoria— Fiesta Days— WMBD-TV
Plattsburgh— For You, Madame— WPTZ-TV
Wichita— Gard'n-wise Show— KAKE-TV
GENERAL ADULT EDUCATION
Roanoke— Saturday Show— WSLS-TV
Burlington— You Can Quote Me— WCAX-TV
Chicago— At Random— WBBM-TV
St. Joseph— You and Your Home— KFEQ-TV
St. Louis— The Charlotte Peters Show— KSD-TV
St. Petersburg-Tampa— Let's All Sing— WSUN-TV
Denver— On the Spot— KLZ-TV
Denver— Panorama— KLZ-TV
Detroit— George Pierrot Presents— WW J -TV
Detroit— World Adventure— WXYZ-TV
Durham— Reading Program— WTVD
Salinas— La Hora Mexico— KSBW-TV
Salinas— Town Topics— KSBW-TV
Sioux City— Club Hi-Lites— KTIV
Topeka— Rush Hour— WIBW-TV
Weslaco, Texas— Boy Scout Camporee— KRGV-TV
Durham— V. 1. P.— WTVD
Nashville— Noon— WSM-TV
New Haven— Yale Reports— WNHC-TV
Wilmington— Military Log— WECT
PRACTICAL ARTS AND SKILLS
New Orleans— Lsuno Profile— WWL-TV
Charlotte— Betty Feezor Show— WBTV
Charlotte— The Sportsmen— WSOC-TV
Chicago— Creative Cookery— WBKB
Phoenix— World at Large— KPHO-TV
San Francisco— William Winter Maps the News— KGO-TV
Seattle-Tacoma — Exposure — KTNT-TV
Shreveport— Dateline: Shreveport—KS LA-TV
Denver — Weekend Gardener — KLZ-TV
Durham— The Peggy Mann Show— WTVD
Evansville— Things that Grow— WTVW
Steubenville— Tel-All— WSTV-TV
Tucson— Desert Trails— KOLD-TV
Green Bay— Marianne Show— WFRV
Greensboro— Second Breakfast— WFMY-TV
EXPLORING NEW PROGRAM AREAS
Huntington— Garden Club of the Air— WSAZ-TV
Cedar Rapids— Seven Ages of a City— WMT-TV
Los Angeles— Art for the Fun of It— KTTV
Los Angeles— Gordon's Garden— KABC-TV
Los Angeles— Square Dance Party— KHJ-TV
Los Angeles— Expedition!— KCOP 1
Oklahoma City— Oklahoma Heritage— WKY-TV 1
Pittsburgh— Pittsburgh Cavalcade— WIIC 1
St. Joseph— Back in Your Own Backyard— KFEQ-TV
St. Louis— St. Louis— City of Flight— KSD-TV 1
Sioux City— You and Your Dog— KTIV
Spokane— Community Profile— KREM-TV
St. Louis— That Fabulous Summer— KSD-TV 1
San Diego— Target, USA— KFMB-TV 1
38 SPONSOR • 17 OCTOBER 1960 ■
■V
PRELL commercial from B&B uses slow-motion throughout as visual aspect carries burden of sell
Is slow-motion next
tv commercials trend?
Tv close-ups suggest
Prell's selling points
f it's occurred to you there's a no-
ticeable rise in the number of in-slow-
motion commercials on tv recently
it's not your imagination. (Don't be
surprised if it's the beginning of a
.trend.)
i Two of the brands using slow-mo-
tion commercials — Prell and Zest —
come out of the Benton & Bowles
i)hop. They are both, of course,
• products of P&G, often a bellwether
in video.
Of the two, the Prell films are the
-most arresting and significant. A
Lbrace of Prell commercials, turned
out by Transfilm-Caravel, are not
pnly in slow-motion in their entirety
out are also in extreme closeup
hroughout. Furthermore, they con-
tain only 47 words each — roughly
>ne-third the average amount of copy
ound in the usual one-minute tv
I The basic thinking behind the use
| >f slow-motion is not startling but
liiugurs well for the future of tv ad-
ertising. It is that the burden of
l!he sell should be visual rather than
ferbal.
|- The B&B group that conceived the
I ommercials I Ted Okon was the agen-
l]V producer), sought to put across
| jhe point that Prell concentrate sham-
j oo leaves the hair silky, soft, grace-
| al and expressive. Rather than em-
[ hasize this in words, B&B resorted
I p the film camera to see if these
i joints could be made pictorially.
Transfilm-Caravel's technicians un-
der Peter Griffith shot 27,000 feet of
film, which, T-C said, is about five
times the usual amount of footage
that would be shot under normal con-
ditions. The large quantity of film
stock was made necessary by the wide
variety of combinations in lighting,
camera lenses, filters, special effects,
etc., used in the tests. However, ex-
cept for dissolves, none of the special
effects were made in an optical print-
er, but were done by the camera
itself.
Background music in both commer-
cials is sensuous but scored different-
ly. One commercial has two guitars.
The other has an unusual combina-
tion of French horns, bongo drums,
harp, flute, drums, trumpet, violin —
in addition to human voices. Copy
in both commercials, written by Nita
DeBerg. is identical. The musical
director was Roy Eaton.
Neither of the commercials shows
a full head or, interestingly enough,
a full head of hair. Except for per-
haps one shot it would be hard to
identify the model, who was chosen
from a field of 150 for her special
combination of hair and facial char-
acteristics.
The B&B creative group is con-
vinced that, in addition to helping
sell beauty products, slow-motion
photography, well-conceived and in-
tegrated music and minimal copy can
benefit food products, too. ^
IrONSOR
17 OCTOBER 1960
'Those two SPONSOR
articles were wrong'
* Bruce R. Bryant, head of CBS Tv Spot Sales, take*
issue with practices screening buyer-salesman contact*
^ Rep executive says business moves too fast foi
plans which restrict the flow of day-to-day information
The author of this article is Bruce
R. Bryant, vice president and general
manager of CBS Television Spot
Sales. In it he takes issue with agency
timebuying practices detailed in two
recent SPONSOR stories. Both stories
involved — though in different ways —
the ever-present headache engendered
by the time consumed in contacts be-
tween buyers and sellers of air media.
restricts the flow of vital day-to-dav
information operate to the benefit of
the agency and client? Isn't this an
invitation for inaccurate availabilities
and opening the door for prospective
— "maybe this high-rated spot will be
available when you buy" — presenta-
tions? In a media that moves as fast
as spot tv, a method of speeding up
the buying process would be of more
value than one that slows it down
Let me take one point to illustrat
my case: The D. P. Brother agenc:
of Detroit has instituted a systen
whereby, after the availabilities havl
been received, the timebuyer goes ir(
to seclusion, completely out of contao
with the representatives for a weet
During that time he makes his buyirul
decisions and has them transmitta
■ n the 12 September issue of SPON-
SOR, back-to-back articles described
new systems instituted by two sepa-
rate advertising agencies in an effort
to "streamline media-agency relation-
ships." The Stories were, "New Relief
for Old Time Squeeze." which de-
scribed the method employed by Fitz-
gerald Advertising. New Orleans, and
"Don't Call Us— We'll Call You,"
which presented D. P. Brother's closed
door buying policy in Detroit. Being
a firm believer in vocal and visual
station representation. I would like to
take issue with these practices.
Many of the reasons set forth fa-
voring a locked-up system of buying
are undoubtedly valid. There is no
question in my mind but that, partic-
ularly during the heavy buying sea-
sons, media buyers are hard pressed
for time.
They certainly do not have time to
see media representatives who have
nothing im]>ortant to say. At the same
time, when buying is hot and heavy,
a media representative that does not
have a concrete, valid proposal to
make is wasting his time, too.
Since television and radio are such
dynamic media, can a system that
HOW GOOD SPOTS CAN BE LOST
Chart below shows rate at which prime 20-second availabilities are sold on
CBS Television Spot Sales station. Ratings shown are the average for a ye
WEEK ENDING
7/25
8/1
8 8
8/15
8/22
8/29
9/6
9/12
DAY & TIME
RATING
Thu
10:15
20.8
X
sold
Thu
10:15
20.8
X
sold
Wed
10:15
19.5
X
sold
Wed
10:15
19.5
X
sold
Fri
9:00
16.0
X
sold
Sat
7:30
22.8
X
X
X
sold
Fri
9:30
17.2
X
X
X
sold
Thu
7:30
12.2
X
X
X
sold
Fri
8:30
13.8
X
X
X
X
sold
Mon
7:30
19.6
X
X
X
X
X
sold
Fri
7:30
14.3
X
X
X
X
X
sold
Wed
7:30
8.6
X
X
X
X
X
X
sold
Tue
7:30
14.8
X
X
X
X
X
X
X
sold
Total Available:
SPONSOR • 17 OCTOBER IS
to the representative via his secretary.
I suggest that this methodologv pre-
sents at least two basic problems:
First, when the representative is asked
for availabilities he is faced with the
problem of presenting a schedule that,
he hopes, ivill be available next week.
Perhaps there is a choice spot, cur-
erently sponsored, with an expiration
date that would, if the client cancels,
'add greatly to the schedule he has to
offer. At that moment he does not
f know whether the advertiser will re-
new his schedule or not.
I Does he include it in his list of
availabilities? If he doesn't, he may
not be considered. If he does, it may
,not be available. Or, if he is a little
unscrupulous, he can list spots that he
t.knous will not be available. When
■ivou order next week he'll express
igreat regret that that choice spot is
ino longer available — "however, I
&have one that's almost as good, etc."
- The second problem, and more pre-
valent, is the fact that availabilities
•do disappear fast on a station in de-
mand. The box shows a list of prime
time station breaks that were avail-
able on one of the stations repre-
sented by CBS Television Spot Sales.
Average ratings for a one year peri-
od are also shown. (Ed. note: See
L'hart. page 40.)
As you can see, if our salesmen
offered a list of availabilities on 25
July and the buyer sat in seclusion
until 1 August, and then placed his
order — he'd be out of luck. He would
now have to re-evaluate the availabili-
ties of the other stations in the mar-
<et to see if they were as good as, or
setter than, what was now available
">n our station. And, of course, the
ivailabilities on the other stations
vould have changed in the interim,
oo. It looks to me like he's right
>ack to where he was a week ago.
New techniques for efficiency will
ilways be developed. Time and costs
;nust be saved wherever possible, but
f the streamlined procedures cause
m agency to miss outstanding oppor-
tunities which develop at the last
jninute, the client suffers. I am all in
javor of any new technique that will
nake the job of selling and buying
jasier and more efficient, but if I can
;ast only one vote, it has to be for
\*tra effort! +
Ifc
1
**»•%»
4
y
1
m
m
I
3P
1
I
GEORGE MINOT
t ESWINMANHM
_
FOUR-STAR PANEL of editors (l-r
tian Science Monitor,' David Briclcma
land, 'Boston Record' go to bat on
, George Minot, 'Boston Hera
, 'Medford Mercury,' 'Malder
local, national issues on Sta
J,' Erwin D. Canham, 'Chris-
News,' and C. Edward Hol-
Marlcets-sponsored tv show
PUBLIC SERVICE SWINGS
BIG SALES FOR CHAIN
U
'NSOR • 17 OCTOBER 1960
In the past decade a Boston food
chain has been setting a strong prece-
dent for local tv advertisers.
Back in 1950, the chain— Star Mar-
kets — which at that time owned five
stores in suburban Boston, decided to
take its first plunge into tv. Its pro-
gram choice: Starring the Editors, a
then new public service-type news
panel show 7 scheduled on WBZ-TV
during the "intellectual ghetto" Sun-
day 5-5 :30 p.m. slot. Sound like a poor
choice? Perhaps, but contrary to
what might have been expected Star
Markets sales have since zoomed from
$12 million to some $70 million, and
this largely due to tv.
If a detailed account were drawn
up, the whys and hows of Star Mar-
ket's success with this type program,
it would read like this:
Once Star Markets was sold on try-
ing tv. it convinced a number of its
food suppliers to join the campaign
with co-op funds. Choice of program
was based on cost and purpose of
campaign: It was felt Starring the
Editors offered low cost local televi-
sion ($2,000 weekly) with built-in
prestige value. Featuring four dis-
tinguished news editor panelists — Er-
win D. Canham. editor, Christian Sci-
ence Monitor and president of the
U. S. Chamber of Commerce; George
Minot. managing editor. Boston Her-
ald; C. Edward Holland, assistant
managing editor, Boston Record; and
David Brickman, publisher and edi-
tor, Medford Mercury and Maiden
News — the show concerns itself with
an analytical appraisal of vital local,
national and international events.
Commercials include an opening
and closing 10-second, one 40-second
and a 40-second for each co-op
advertiser.
An interesting side-effect of the
public service tv venture, in addition
to Star Markets' sales and store
growth fit started with five outlets in
suburban Boston, today boasts 19, 12
in Massachusetts. 7 in Rhode Island)
is the boost it's given to the chain's
suppliers. Typical examples include
William Underwood, canned meats,
which showed a 57% increase in four
weeks) ; American Home Foods —
132$ in three weeks; Victor Coffee
— 35% in 10 weeks. And all of these
suppliers report the Sunday program
has stepped up product sales not only
in Star Markets, but in stores over
a 100-mile Greater Boston area.
Summing up the value of a public
service tv program for retailers. Star
Markets' vice president Harry Sand-
ler says, "We have found a successful
formula for low cost local market
television and have been proving it
for 10 years. We recommend the
formula to other groups who believe
as we do . . . that the greatest secret
for doing business in a communitv is
to associate closely with it ..." ^
A TELEVISION
ADVERTISING
DOLLAR WELL SPENT
Sell Western Montana
At $1 per 1,000 TV Homes
• 9 OUT OF EVERY 10 TV HOMES view only
KMSO-TV in Far-Western Montana. Cap-
tive Audience in 90% of the area.
• 7 CITIES ENJOY KMSO-TV's Best Lineup
of CBS, NBC, & ABC programs in Mon-
tana. Missoula. Butte, Anaconda, Helena,
Hamilton Deer Lodge, and Kalispell.
60,300 TV HOMES
BEST WAY TO EMBRACE THE NEW YORK
NEGRO COMMUNITY...
When it comes to reaching the enor-
mous Negro Community of greater New
York, time buyers sum up their strat-
egy in three little words: "LIB IT UP"
The reasons are simple. Whether you
sell a LIBation or appeal to the LIBido
only WLIB can do-
the effective job. (v|
EMBRACES THE ENTIRE
NEGRO MARKET IN GREATER NEW YORK
SPOT CARRIERS
[Continued from page 29)
shows 35 seconds early, were an-
swered as one by CBS: "CBS Tele-
vision already provides specific places
in its daytime schedule where affili-
ates may schedule one-minute an-
nouncements, by the device of elimi-
nating 30-second breaks in the middle
of a half-hour program and adding
them at the end of the show."
Explaining its policy on Point
Three, NBC noted that "affiliates
currently have an average of 40
one-minute availabilities per week be-
tween and adjacent to daytime net-
work programs for local sale. In ad-
dition, a substantial number of 30-
second station breaks are available
within programs.
"It is our information from major
market affiliates," continued the NBC
spokesman, "that a substantial poten-
tial in 10 and 20-second spot sales
exists and such stations therefore de-
sire the retention of the 30-second .
mid-program breaks."
(ABC allows 60 seconds between
nearly all daytime programs.)
NBC's comment on Point Four: "It
should be noted that ABC provides a
significantlv lesser number of mid-
program breaks which are highly
salable in major markets."
To Point Five, suggesting mid-pro-
gram breaks or 40 seconds on either
end, CBS pointed out that "when a
full hour show is sold to two half-
hour sponsors, a break is provided.
A single sponsor buying a full hour
show is entitled to an hour uninter-
rupted by local commercials."
NBC gives a complete explanation
with its stand: "The genesis of the
station break is the FCC rule requir-
ing that each television station iden-
tify its call letters a minimum of once
per hour. As network operations de-
veloped, this identification which
need be audio only, expanded to 30
seconds in order to permit time for
local sale as well as identification.
"The networks went a step further,"
declared the NBC source, "by estab-
lishing a practice of station breaks
between all programs creating further
local availabilities. Several seasons
ago. programs were predominantly a
half-hour in length, establishing a cer-
tain volume of station break avail-
abilities on which stations could base
operating budgets and sales efforts.
"As the pattern changed to a larger
number of one-hour programs, NBC
recognized the need to maintain sub-
stantially the same volume of local
sales opportunities and therefore pro-
vided mid-program station breaks
within one-hour programs where they
were multi-sponsored.
"It is our firm position that there
should be no other advertising which
interrupts a one-hour program spon-
sored and paid for by a single adver-
tiser; nor do we believe it is proper
to ask such advertisers to relinquish
additional time from their 60 spon-
sored minutes to permit additional
local advertising at the conclusion of
their program."
On the Sixth Point, calling for two
20's between nighttime programs NBC
stated flatly that "we do not believe
that additional time should be taken
away from the network advertiser
who supports the medium in order to
permit 40 seconds of local sale avail-
ability between programs.
"Network programing is the foun-
dation of the television industry. It
is supported by network sponsors and
it is improper to suggest that the
effectiveness of their advertising be
even in the slightest reduced bv a
reduction in their program time, no
matter how small, or that additional
product or service messages be intro-
duced adjacent to their programing
which vie for the viewer's remem-
brance in conflict with the impression
that the network advertiser is seeking
to make."
CBS, concurring, merely declared:
"Absolutely, no!"
On the final point, which calls for
local sale of unsold minutes on a
recapturable basis. CBS asserted that
"we do (permit this) from time to
time when feasible, where we have the
right insofar as our agreements with
the packager and sponsor are con-
cerned."
NBC explained that "prior to the
fourth quarter of 1960, NBC made
available to its affiliates unsold min-
ute positions in network daytime
shows. This availability was elimi-
nated at the suggestion of the affili-
ates' board of delegates, since the
board felt that such stations did not
desire to be burdened with a co-op
fee which it was necessary for the net-
work to charge in order to recover its
network program costs.
"Currently," NBC explained,
(Please turn to page 44)
SPONSOR • 17 OCTOBER 1960
Jefferson Standard Broadcasting Company
WBT
CHARLOTTE, NORTH CAROLINA
of facilities
Varied, creative programming demands
full, flexible facilities. The influence
of WBT's superior facilities in producing
a plus of audience is indirect but
indispensable to advertisers.
wbt adds up!
I
OWER + PERSONALITIES + PUBLIC SERVICE + CREATIVITY + ADULT ACCEPTANCE
ONSOR • 17 OCTOBER 1960
The figure-filberts at the census bureau say that after ten years
of grinding by those monster machines they keep on the leash up in
Washington, the golden answer has poured forth:
Columbia, South Carolina, is the
state's biggest metropolitan area
Don't take my word for it, old nose-counter. Ask Lemuel K. Crasswinder,
assistant bureau chief in charge of hobbles for wandering IBM
machines. He'll tell you Columbia's up 257,961 people, an
increase of 38.1%, and that this makes Columbia also the
second biggest metropolitan area
in both the Carolinas, as well
second only to Charlotte, with 270,951. Well, as old Wade Hampton used
to say, people is power- buying power, I say, nearly a billion and a
half dollars in disposable income, all reached by that 1,526-foot
tower-close to the whole state for one easy buy. That's WIS-TV:
the major selling force of South Carolina
WIS-TV
NBC/ABC
COLUMBIA, SOUTH CAROLINA
a station of
THE BROADCASTING COMPANY OF THE SOUTH
WIS-TV. Channel 10. Columbia, S. C.
WSFA-TV. Channel 12, Montgomery, Ala.
WIS, 560. Columbia, S. C.
SPOT CARRIERS
(Continued from page 42)
make available a minimum of four
minutes per week within prime eve-
ning time programs for local sale for
which a modest co-op fee is charged
to help defray the network's invest-
ment in programing."
(ABC allows its stations to sell all
minutes on a two-week recapturable
basis.)
The reactions of station men not
involved in the drafting of the plan
were practically unanimously favor-
able. The only disagreement heard
by sponsor was that the proposal did
not go far enough. As one sales man-
ager put it. "Why are we asking for
40 seconds? That has to come in time
anyway. We need 60 already, because
advertisers want minutes. My major
concern now is the network is selling
its minutes against my minutes."
"In my opinion," a West Coast
general manager stated, "revisions
should be made by allotment of more
time on the station break, with a firm
stipulation only two spots would be
used on the chain break; and do away
etirely with product protection."
Another point, the question of place-
ment of commercials and credits with-
in network programs, was brought up
by the sales manager of a leading sta- ]
tion group. His suggestion: "Net-
works should be requested to re-
evaluate the number and placement
of opening and closing commercials,
cross-plugs, hitchhikes, credits, and
promotional announcements within
network programs with a view to en-
hancing the effectiveness of such ad-
vertising and relieving stations of
much misdirected public criticism
due to multiple messages.
"Network advertiser practices," he
contended, "are equally responsible!
with stations for such reaction — since I
the over-all effect on the viewer isU
identical."
Another Midwest affiliate operator I
stated, "My station has informed thel
network that it is our intent, but notl
our obligation, to guarantee productl
exclusivity with regard to network™
commercials."
"Let the advertiser fight it out with
the network." said one station sales
manager. "We must tell the network,
'Gentlemen, if you're going to sell this
way, I cannot protect everything. I
refuse to give up the right to makej
money.' " ^1
SPONSOR • 17 OCTOBER I960
fts a habit-
watching EM J-TY ^ feesno
(California)
There's only one way to build the kind of viewer loyalty
KMJ-TV has — and that's with quality programming. Program-
ming which presents a pleasing balance of top network shows.
excellent local productions, the best film library including MGM
releases and leading syndicated shows. For every program cate-
gory, Fresno area viewers tune to KMJ-TV first and leave their
dials set longest.
THE KATZ AGENCY, NATIONAL REPRESENTATIVE
KMJ-TV
McCLATCHY
BROADCASTING
COMPANY
first TV station in
the Billion-Dollar
Valley
of the Beet
5 ONSOR • 17 OCTOBER 1960
•
Capsule case histories of successful
local and regional radio i
RADIO RESULTS
BOTTLED GAS
SPONSOR: Suburban Propane Gas Sen ice AGENCY: Direct
Capsule case history: Suburban Gas Service, one of North
Carolina's leading gas distributors, offered free installation
of their bottled gas on a special, short-term saturation sched-
ule on WWNC. Five spots a day were aired six days a week
for four weeks. This was the kick-off of the gas service's
spring campaign. So successful was the promotion that the
schedule Avas extended two more weeks, and then one more
week. In a letter to WWNC, Wayne B. Norman, district
manager of Suburban Propane Gas Service, said: "As I
previously told you regarding the success that we had in our
spring campaign over WWNC, we have used other media in
numerous markets, but at no time have we been able to pin-
point the direct sales from these as we have from the spring
schedule on your station. I am happy to say that we have
again selected WWNC for our fall campaign." The autumn
approach also will be four weeks in length. WWNC receives
the bulk of the gas company's advertising budget for fall.
WWNC, Asheville Announcements
REAL ESTATE
SPONSOR: Healy Homes Dutch
Village
Capsule case history: Louis Crandall & Associates, advertis-
ing agency of Phoenix, placed a schedule for its client Healy
Homes Dutch Village on KRIZ. Its effectiveness was so out-
standing that the agency was able to prove to the client
beyond any doubt the advisability of concentrating the budg-
et on KRIZ. Last Memorial Day weekend, Crandall bought
58 announcements on the station for Dutch Village 812,900
homes. No other advertising was used. The campaign paid
off for the Dutch Village with results the real estate firm had
not previously received from other advertising. Comparing
it to the results it received the weekend before when almost
a quarter-page ad was run in the daily newspaper, the KRIZ
advertising produced twice as much traffic. But most im-
portant of all, it brought the caliber of people who had the
money to invest and were not just window shopping. As
a result, the Dutch Village became a regular KRIZ adver-
tiser, using basically the same heavy weekend schedule.
KRIZ, Phoenix Announcements
46
DEPARTMENT STORES
SPONSOR: Sears, Roebuck & Co. AGENCY: Direct
Capsule case history: Sears, Roebuck & Co. had a two-day
warehouse sale at its warehouse in Watertown, New York-
Highlight of the Monday-Tuesday sale was "Crazy Night. 1
which the store promoted in all Watertown media: WWltl
radio, newspaper, and television. Because the special sale wag
held on a weeknight and since it took place at the ware-
house, all traffic attracted to the outlet had to be a result ol
the advertising schedule. To determine which media was
most effective for future campaigns. Sears' manager con)
ducted a survey of the customers. Of all three media, rad:
scored the best. WWNY, the only radio station used, pra
duced 31% of all the traffic, even though it received on!
20% of the total campaign budget. Newspaper, which n
ceived 60% of the total budget, was not able to turn oi
an equal percentage of customers. Sears reported that ' ;
was obvious that WWNY delivers a higher return for dollar)
invested than any other medium that we've used hen
WWNY, Watertown, N. Y.
AUTOMOBILES
SPONSOR: Coyer Motor Co.
Announcement
AGENCY: Dire.
Capsule case history: The Coyer Motor Co. of Scrantcj
recently renewed its schedule on WGBI for its 26th conseej
tive year. Cover's radio advertising started back in the dai
of the first loud speaker. For more than 23 years, it
sponsored The Coyer Show, a half-hour Sunday aftern
musical program conceived by WGBI. which has beco:
synonymous throughout the area with Chrysler producl
During this period the advertiser has tried all of the othl
advertising media and has carefully checked results. It h
found that WGBI has been the most productive through
years. Nick Coyer, its president, considers WGBI an integi
part of his advertising, and feels that the station has been
kev factor in the tremendous growth of his agency in
departments, new cars, used cars, and the service divisic
The Cover agencv attracts customers not only from Scranlc
but from the entire northeastern Pennsylvania area, throu
a reputation that WGBI helped to establish over the ye<
WGBI, Scranton Proci
SPONSOR • 17 OCTOBER 195
"When you first turn on the radio,
what station do you tune to?"*
"Pulse Special Survey, Washington 5 County Metro Area, May 31-June 15, 1960
WWDC FIRST. Greater Washington, D.C. radio listeners tune us
first in preference over the 16 other stations in the market.
Let us help transfer this instinctive preference to your product.
WWDC
Radio Washington
REPRESENTED NATIONALLY BY JOHN BLAIR & CO.
For full details on radio leadership, write WWDC or ask your Blair man for a copy of WWDC's new "Profile of Preference."
And in growing Jacksonville, Fla. - it's WWDC-owned WMBR
•ONSOR • 17 OCTOBER 1960
As children'slprograming is enlarged, SPONSOR ASKS:
What are the latest trends in
local live tv kid
William D. Pabst, general manager,
KTVU, San Francisco-Oakland
In the San Francisco Bay Area,
children's programs are evolving into
more personality-type shows, depend-
ing less and less upon cartoons.
At KTVU in particular we are in-
creasing our children's programing
in the coming weeks with two more
personality-type shows. One, utiliz-
L
More person-
ality type
shotis taking
hold, depend-
ing less on
ing marionettes, teaches youngsters
humane education through entertain-
ing stories.
The other, a juvenile talent show,
will offer contestants $1,000 in schol-
arship funds for higher education.
KTVU's practice has been to build
a strong local personality — not just
a human splice between films — who
not only sells the products but enter-
tains and informs as well.
Parents are becoming more and
more selective in viewing for their
offspring. While many still use tv as
an electronic baby sitter, more and
more are becoming aware of the role
television plays in the leisure hours
of the youngster. We have found
that by adding informational ele-
ments to pure entertainment shows —
good health tips, library book re-
views, current events — we build pa-
rental support for Channel 2 pro-
grams. And the mail from parents
proves the children do learn, despite
the fact that we don't label the proc-
ess "educational television."
KTVU has been cited for its infor-
mational children's programing l>\
such varied organizations as the
I nited States Air Force, local health
agencies, and youth activity groups.
Carrying out the belief that children
can be "doers" as well as viewers,
K I \ 1 organizes and sponsors little
league baseball units and boys'
marching teams. Creative games and
projects, we find, get more child view-
er response than do purely "give
away" gimmicks. In a recent KTVU
creative arts contest, more than 8,000
youthful enthusiasts submitted draw-
ings, sculptures, collages, mosaics and
craft items. Many were suitable for
continued display.
KTVU programs its share of filmed
half-hour children's shows, includ-
ing the outstanding Huckleberry
Hound and Quick Draw McGraw
series, but feels that local personali-
ties who know the needs of youth and
like children as people can carry pro-
graming one step further and bring
forth participation as well as enter-
tainment.
Thomas S. Bretherton, executive
vice president & general manager,
WTOL-TV, Toledo
The most significant trend in local
live kids programing is the movement
away from it. As we see it the con-
cept of the "live" wrap-up rather than
the complete "live" format is the cur-
rent direction. The trend is nothing
new, of course, but these supplemen-
tary "live" personalities are being
merchandised in ways which are
reaping rewards for those stations
and sponsors interested in reaching
young television audience.
Particularly, in the first few months
of his development, the success of a
children's personality hosting a half-
hour film presentation is especially
interrelated with the strength of his
program material. It follows that
management must provide the high-
est quality and strongest film offer-
ings available. With this spadework
accomplished it's possible to build a
personality so strong and so accept-
able that his association with new
program material in the future will
achieve almost immediate acceptance
for them. He must be good at the
start but let's call his special long-
term appeal "accrued popularity."
Also, and very important, is the
fact that the live personality can be-
come a force for good by virtue of
his popularity. There should be
enough time in his "live" segment
for discussion of traffic safety, health
habits, study habits — topics which
make the television personality and
his program an asset in the develop-
ment of his young viewer.
The specific live personality should
be used to take an active on-the-air
interest in many community projects.
WTOL-TV, for instance, co-sponsored
the Toledo Soap Box Derby this past
year. Registrations were moving slow-
ly until we gave the on-the-air recruit-
ing job to Mr. T., host for our Mon-
day through Friday children's pro-
graming. The day after his first an-
nouncement the youngsters began to
flock to the registration booths. Mr.
T was the chairman of our Huckle-
berry Hound for President Rally at
the Toledo Zoo which drew 45,000
people; he supports community proj-
ects the year-round — building a very
favorable image for the station and
participating sponsors while doing a
remarkable job of selling merchan-
dise.
The movement away for full-time
"live" program structure in this par-
ticular children's area does not bv
any means presage the decline of lo-
cal program facilities and local pro-
gram fare. Rather, it reflects the ex-
cellent quality of the offerings which
syndicators and sponsors are bring-
ing into local markets today.
Robert M. Joyce, program director, I
WMTW-TV, Portland, Maine, Mt. Wash-l
ington, N. H.
An important trend in children's I
shows, from our viewpoint at I
18
SPONSOR • 17 OCTOBER 1960 I
shows?
L WMTW-TV, Portland, is that a more
mature attitude towards the produc-
'tion, presentation and content of chil-
dren's shows is slowly developing.
It is developing mainly because the
American children today are becom-
ing more sophisticated from constant
exposure to the world around them
and if television is to stay abreast of
this trend it must develop a more ma-
ture approach to its future program-
ming projects.
J We have found at WMTW-TV that
the children's shows today can no
more talk down to its audience than
mm
Programing
more mature,
bug-eyed,
gee-whizzing
m.c. on
way out
[t he adult programs can. The bug-
j yed. "gee whiz" approach with its
cliches — "did we all brush our teeth
. oday" — "let's all look at our finger-
lails" — we believe is on its way out.
(The parents of the children certainly
t lo not talk like this at home so why
^hould the tv people use this sach-
[lirine approach on their children's
ferns?
I If the children in the tv audiences
ire given an intellectual challenge,
10 matter what the age group, they
vill respond enthusiasticallv. Here
it WMTW-TV we have found the
•hildren's audience to be the most
.responsive audience we deal with, and
ijf we develop programs that will help
hhem develop mentally we will have
Uchieved an important step in truly
L restive television. And we also will
liave been instrumental in develop-
ing an audience of loyal and inter-
sted youngsters.
li We have become aware of an in-
teresting reaction to one facet of pro-
graming for children and it is one we
j ;eel should be extremely important to
| U broadcasters and sponsors of chil-
< Please turn to page 64)
PONSOR • 17 OCTOBER 1960
SHIPMENTS
( Continued from page 32 I
directly to the store buyer rather than
through a broker, thus avoiding a
commissi <>n.
And even if a manufac turer ships
through brokers and wholesalers,
some of them don't keep accurate.
easy-to-analyze records even though
the trend is in the direction of auto-
mation so that a simple punch-card
and push-button system delivers a
card with the needed information.
But e\en small companies — admen
say — know basically if not exactly
where the sales come from. They as
well as their larger colleagues pay
close attention to two factors: where
the sales are now and where thev are
potentially.
Savs Heaston of Gardner: "The
market list, as drawn by the market-
ing people in cooperation with the
plans board and the account group, is
a balance of sales and potential.
"Potential is determined from
study of a variety of information
sources — independent surveys or or-
ganizations, media groups, govern-
ment units, the client's records, those
of his competition and of the indus-
ti\ generally. This is where market-
ing probably plays its biggest role.
The compilation of this market list
then gives direction for the media de-
partment."
Media usually is consulted after the
market list has been selected, with
the media executive giving his ap-
praisal as to revisions or additions.
The agencymen point out that fre-
quently station sales and management
executives don't seem to grasp that
compilation of the list is "not hap-
hazard" and — as one put it — "We
don't add Denver because we're real-
ly in love with the town! It serves
a marketing need . . . period."
Admen charge that stations — in
making these allegations — are taking
a defensive tack, or using the subject
of wholesale-retail distribution as a
"talking point." Commented one v.p.:
"Station men use this as a talking
point and then go into a pitch. Broad-
cast is more promotional than any-
thing else, and sometimes a little bit
careless about detail. What they want
is the order, not the fact!"
A- station people become more
marketing-oriented, however, they
comprehend the need for and proc-
esses of finding such facts as in the
chart on page 33. This is an extract
of a costly report from one of the
Top 10 New York agencies. The anal-
ysis involves study of 66 basic cities
receiving daytime network and night-
time tv commercials on behalf of a
food product. Its labrynthian detail
is typical of an agency's market and
media analysis.
Each quarter, the advertising agen-
cy compiles for each of these 66 cities!
the following information: cases sold
per 1.000 people in that market: the|
ranking of cities (T, 2, 3. etc. i in
terms of their total sales per capita;
the number of households: the gross
number of television impressions per
home: the percent of sales based on
the previous 12 months. These datai
are then related to the total number
of commercial impressions and thaj
costs-per-1,000.
Thus from one season of the year
to another this client can trace pre-
cisely his case sales and total sales
per capita in each of the markets in
which he distributes. If Boston, for
example, dropped from 31 to 20 the
agency would take quick remedial
action after analvzing the trouble.
And if Raleigh rose from 17 to 461
(Please turn to page 60 l
WRGB
puts your
MESSAGE
WHERE
THE SALE
BEGINS
Sales begin long
before sales are
made, and WRGB
IjIQl is there at
the outset in the
homes j f^ and on
the minds of the
people ®@0 who
can translate your
message into sales.
Sales begin here, too, because
more and more manufacturersj
are discovering the test-market
ability of this Northeastern New]
York and Western New England!
audience. The thousands of engi-
neers, skilled workers, farmers
and their families who live here)
represent a wide cross section of]
preferences and tastes. And, the
metropolitan, suburban and rural
nature of this market further
gives you an excellent sampling
of modern America's livin
habits. But, what really mak<
sales begin here is that WRGB is
the number 1 voice and picture
in this area. Let WRGB place
your message where sales begi:
Contact your NBC Spot Sal<
representative.
ing
k-s
WRGB
CHANNEL
A GENERAL ELECTRIC STATION
ALBANY. SCHENECTADY • TROY
6
17 OCTOBER I960!
**xx imbibers
These are the numbers that really
it: advertisers who invest in the sales
ability of a radio station.
n the left is a list of advertisers using
F RADIO when the new sound from
Signal Hill started two years ago. On
the right are the current accounts.
T e think this growth is a result of our
radio-to-be-listened-to policy . . .
programming that delivers active
listeners to our advertisers.
Represented by
[EdwardYPetry *|Co., Inc.)
The Original Station Representative
A
AF 610 RADIO ♦ SIONTA1L, HILL
KANSAS CITY, MISSOURI
A TRANSCONTINENT STATION
m
CHANNEL 9
WTVM
COLUMBUS, GA.
• A Great New Market!
82% unduplicated audience on the
only primary ABC station between
Atlanta and the Gulf!
• Top ABC Programs!
Shows like Mavericlc, Cheyenne, The
Real McCoys, Sunset Strip, Hong
Kong, and The Untouchables.
• The Best of NBC
Programs like Wagon Train, The
Price is Right, Huntley-Brinkley
News and Perry Como . . . plus top
syndicated programs.
CHANNEl 9
<£l@@Q
COLUMBUS, GA.
Ask about
availabilities on
WTVC CH. 9
Chattanooga, Tenn.
The #1 night-time
Chattanooga!
National and regional buys
in work now or recently completed!
SPOT BUYS
TV BUYS
Standard Brands Inc., New York: Campaign for Tender Leaf tea
begins 31 October in about 25 markets. Two and five-week schedules
are being bought: two's are for prime time I.D.'s, about 10 per week;
five's are for fringe night minutes and 20's, some prime and day,
about 10 per week. Buyer: Joan Ashley. Agency: J. Walter Thomp
son Co., New York.
Corning Class Works, Corning, N. Y.: Adding to the 53 markets
currently running for Corning Ware, Electromatic skillet and percu
lator. Prime and late night minute schedules start 31 October for six
weeks, averaging six to 15 spots per week per market. Buyer: Arn«
Ramberg. Agency: N. W. Ayer & Son, Inc., Philadelphia.
Thomas J. Lipton, Inc., Hoboken, N. J.: Campaign on its soups
starts 24 October in the top markets. Day and early evening minute;
are set for 23 weeks. Lorraine Ruggiero buys at Young & Rubicam
New York. Out of SSCB, New York, other day and early evening
schedules start this month for seven weeks on regular Lipton's Tea
Bob Anderson is the buyer.
Andrew Jergens Co., Cincinnati: Schedules start 7 November foj
three weeks for Jergens lotion. Day and night minutes and chai
breaks in about 50 markets are being bought. Buyer: Bill Birkbeckj
Agency : Cunningham & Walsh, New York.
Pharma-Craft Co., New York: Coldene schedules begin this montll
in about 25 markets. Night minute runs are placed through the coldj
season, to March in some markets. Media director: Bill Murphy!
Agency: Papert, Koenig, Lois, Inc., New York.
RADIO BUYS
General Foods Corp., Jello-0 Div., White Plains, N. Y.: Campaij
for Jell-0 pudding and the pie filling starts 24 October. About 31
markets get schedules of day chainbreaks, 15-20 per week per marked-
Buyer: Polly Langbort. Agency: Young & Rubicam, New York. H|
American Tobacco Co., New York: Buying one-week schedules in J
the top markets for Pall Mall starting 14 November and 15 December. I
Frequencies range around 50 per week per market, morning and if
afternoon traffic minutes and weekend spots. Buyer: Fred SpruyterW
burg. Agency : SSCB, New York.
Grove Laboratories, Inc., St. Louis: Schedules for Minit-Rub begifl
7 November in a number of major markets, 9 a.m. to 4 p.nw
minutes are being used for five weeks. Buyer: Bob Widholm. Agency:!
DCSS, New York.
Glenbrook Laboratories, Div. of Sterling Drug, Inc., New York: I
Campaign begins this month for Bayer Aspirin. Day minutes are!
being scheduled for 10 weeks, moderate frequencies. Buyer: Ronald II
Bobic. Agency: Dancer-Fitzgerald-Sample, New York.
SPONSOR • 17 OCTOBER I960 I
oovotna"Se^ .ioo
Ottvet • han d> .during
I ^^at recess'- ^ cra twe-
\ v-rtA ^ v, e en c0 'H "Zoo-
\ b0U f-- directed «*
;;#
KFMB(pTV
SAN DIEGO
(EdwardYpetry iYco . Inc.)
A TRANSCONTINENT STATION
CHANNEL 8
^S
mm*
mm »
•
-PS
-aridg itieater
OANDMeo
■
What's happening in U. S. Governm*
that affects sponsors, agencies, statu
WASHINGTON WEEK
The end of the headline-making House Commerce Legislative Oversight su
committee was forecast in Miami hy chairman Oren Harris: In a tv interview
\S PST-TV. the -tation whose license has been ordered revoked by the FCC folio
ing subcommittee revelations. Harris buried the group.
That this will likely he true, barring unexpected developments and regardless of the o
come of the election, has been foreshadowed by notice given unofficially to staff members
look for other jobs. Members of the staff, other than those needed for drawing up the fir
report, have heard stories that their walking papers will come well before January.
Leading off with the scandals revolving around Miami channel 10. now occupied by WPS
the group went into other channels, into other markets, and into other tv and radio matte
Pa\<>la-plugola and quiz show fixing were probably. the most sensational.
If the subcommittee is actually killed, as now forecast, it will have set a record for ignori
the purpose for which it was established. That, in case nobody remembers, was to look in
the wmy administrative agencies interpret and carry out the laws under their jur
diction.
The group still managed, through pressure of publicity on the FCC, to change the grou
rule- f.. r broadcasting. The end of the regulatory changes is in fact still not in sight.
The regular House Commerce Communications subcommittee will clean up the remaini
-u< h a* the proposal to put networks under regulation and the proposal to make
more difficult to buy and -.ell station-.
So-called trafficking in station licenses is still very much a live question over at the FC
Up f«.r consideration are such proposals as a minimum time the station must be he
after a construction permit is iasued or a sale is approved, permitting other applican
to appl\ when the -air i- ron-idercd. oi -rreening station performance much more clos<
approval time.
The Harris plans for next year remain as much of a mystery as ever.
lb- has promised daytime-only radio stations to consider their plea for longer winl
operating hours over the protests of the clear channel and regional stations. He has promis
to go thoroughly into the question of whether networks should be regulated. He has ma
many remarks which indicate he might like to reopen the question of subscription televisic
Trouble with attempting to figure out what he will do lies in the fact that Harris has ma<
many statements about future plans which haven't been fulfilled. Particularly in t
field of legislation.
A Montreal speech prepared by FCC chairman Frederick Ford, but read f>
him in his absence by hi- spec ia l as-i-tant James Sheridan, indicates that if a broa
caster editorializes he has a good chance of escaping FCC inquires into his total p«
formance.
The indirect suggestion came as the Commission was continuing to add to the list of h«
up license renewals on 4-3 votes. Ford said that fair editorialization could be considered go<
evidence that broadcasters are consulting community leaders as the FCC has su
gested that they do.
Ford indicated he felt the time might be ripe to call in broadcasters for conferenc
about rules on what constitutes fairness in this field.
1 OCTOBER 1960
17 OCTOBER I960
Owrlght I960
SPONSOR
PUBLICATIONS INC.
Significant news, trends in
• Film • Syndication
• Tape • Commercials
FILM-SCOPE
The migration of NBC executives into CNP now amounts to a virtual stampede.
Latest is James A. Jurist, whose appointment as CNP's business affairs director was
anounced by Herbert Schlosser, CNP v.p. and general manager, himself another NBC veteran. I
Jurist's appointment follows hard on the heels of Carl Lindemann's appointment to the
CNP programs v.p. post, announced by Alfred Stern, CNP chairman. (See FILM-SCOPE, ,
10 October.)
The persistent absence of CNP president Earl Rettig from any official role in making new
appointments has led to continued speculation that NBC was considering his transfer to
another post.
Insiders were wondering further who a successor to Rettig might be, if and when one
should ever be named by NBC.
Meanwhile, CNP's competitors in syndication are baffled by NBC's wholesale measures
in taking over its tv film subsidiary.
It's been pointed out that the counterpart network syndication arms, CBS Films and ABC !
Films, had chieftains appointed at least from related activities in distribution or broadcast- i
ing : Sam Cook Digges was manager of WCBS-TV, New York, and Henry Plitt was an AB-PT
exhibition executive.
However, CNP's top executives have been fiscal, legal, and administrative menj
lately, without specific experience in film distribution, station operations, or agency-client pro-
cedures.
ced:
Hamm's Beer (Campbell-Mithun) will return to regional syndication via its 16 1
market buy in the far west of Screen Gems' Tightrope re-runs.
The deal was set through the syndicator in 14 markets and through stations that had
already picked up the show in Los Angeles and San Francisco. Sale of Tightrope in syndica-
tion now totals 48 markets.
Brown and Williamson (Ted Bates) has already cleared 36 markets for Ziv-UA'g
Case of the Dangerous Robin and adding more.
The syndicator has kept pace in finding alternate week buyers in all markets so far, the
last three being Burger Beer in Dayton, Central Hardware in St. Louis, and Old Milwaukee
Beer in Grand Rapids.
Series sales totals 173 markets. (For latest sales, see FILM WRAP-UP, page 74).
Animated comedy shows for adults appear to be fairly successful in their rating!
despite the mixed reactions of tv critics.
ABC TV's The Flintstones, first original animated adult series for nighttime tv, earned a
19.5 rating and 37.7% share in its premiere week, topping both its network competitors,
according to Nielsen 24-market reports.
The show is produced by Hanna-Barbera and distributed by Screen Gems, the same team
which has now closed a third national spot deal with Kellogg (Burnett) for Yogi Bear,
a new series developed out of animated characters in Huckleberry Hound.
Yogi Bear will start for Kellogg on 130 stations in January in time periods no*
being held by re-runs of Woody Woodpecker.
17 OCTOBER I960!
FILM-SCOPE continued
The disappearance of the great number of small companies that used to inhabit
film syndication is creating a new kind of pinch : a shortage of personnel reserves.
Time was when an abundance of companies meant a testing ground where talented men for
middle and lower-middle echelon jobs could prove themselves.
Until recent seasons a department chief in syndication could always keep several names
in the back of his head as men he'd like to hire away sooner or later.
But the disappearance of many minor companies created a new job psychology: tenure
replaced achievement as the goal for many tv film men when the number of possible em-
ployers dropped drastically.
Today it's a frequent complaint that the reserves of bright younger men have vanished
and tv film managers must compromise more and more when they hire.
What is a legitimate tax write-off period for a tv film re-run?
Internal revenue agents working out of Los Angeles are actively seeking a reliable for-
mula which could be logically applied to tv film series.
The government's position is understood to be this: it's losing a lot of tax dollars which
it feels it should be getting from tv film re-runs.
The problem in a nutshell is that re-run performance is hard to predict: some shows never
go into additional re-runs either in network or syndication beyond the usual 39-and-13 cycle,
while others like Lone Ranger, have had 11 network runs, or like Gene Autry, have had 20
syndication runs.
Film owners like to write off shows quickly while their prices are still high and then to
sell the whole package in a capital gains deal.
There's nothing punative in the search for a new tax formula ; it's merely that the govern-
ment feels it's losing millions each year under the present one.
The suspense type of program is doing best of all general types of shows in
increased audience in recent seasons, reports a Ziv-UA study.
Suspense shows increased 10% in the first six months of 1960 over 1959, while
other types such as comedy, drama, westerns and quizzes dropped from 2 to 13% each.
The study was made public to help sales of Miami Undercover in syndication.
Tape men are now at odds with themselves over what kind of selling image to
attach to their services.
The biggest enemy of the early companies in tape is the idea they themselves created : that
tape was fast and cheap.
Now these same older tape companies are trying to argue against this, maintaining that
tape's real virtue is broadcast quality and production flexibility.
At the same time new tape companies, like Henry R. Alexander's Video Tape Unlimited,
Inc. of New York, have come into the picture with tape and mobile tape bus facilities
and are selling the fastness and cheapness of tape as hard as they can.
NTA Telestudios reports that its recent six-months' billings were 59% ahead of
the previous semi-annual period.
The video tape producer cited agency and advertiser acceptance of tape as the main fac-
tors in the increase.
It's now doing business through Ayer, Bates, BBDO, B&B, Burnett, Frank, Maxon, NC&K,
OB&M, Sakel-Jackson, JWT, Carlo Vinti, and Y&R, plus others, and recent advertisers include
Armstrong, Carter, DuPont, Gallo, GE, General Cigar, Heinz, Hudnut, Kellogg, Lambert, Les-
toil, Lever, Miles, P&G, Reynolds Metals, Ruppert, and Speidel.
• 17 October 1960 57
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
17 OCTOBER I960
Copyright I960
SPONSOR
PUBLICATIONS INC.
McCann-Erickson has replaced Y&R as the No. 1 agency on ABC TV's books.
What had made Y&R the network's top biller was the business it delivered at the beginning
of Operation Daytime. Much of it is not there anymore.
Wrigley Gum's switch of its business from CBS to NBC Radio recalls the per-
sonal predilection of Phil Wrigley for certain types of programing.
In the earlier days of the medium it was shows with a patriotic flair or that glorified the
small community and the wide open spaces.
His one exception : Myrt V Marge, the saga of a couple of lower caste show girls.
Several agencies are showing a we-can-help-you interest in the meeting next
week of the board of directors of the Pharmaceutical Manufacturers Assn.
The ethical drug houses have been taking quite a beating from the price investigation of
the Kefauver subcommittee and prime questions before the meeting will be: (1) what policies
do we pursue on advertising; (2) what can be done about refurbishing the indus-
try's image.
The firms have cut back on their ad budgets and the line taken by the subcommittee has
been construed by admen as basically an attack on advertising itself.
Where tv may fit in : a series of public service programs which would serve as a vehicle
for the drug people to tell their side of the story to the consumer.
William Burke (Sheets) Miller came to NBC in June 1927 on a temporary
assignment to publicize the network's coverage of the Lindbergh flight and he's still I
in harness.
Miller's job in recent years has been night executive officer at NBC, New York.
In any event he's been around the network longer than anybody else, with perhaps the
exception of a couple of engineers.
(Look for a profile on Miller in an early issue of SPONSOR.)
Chicago agencies are complaining about an irritating practice that they say I
doesn't better relations between their timebuyers and reps.
The nub of the plaint: spot of late has been rather slow on Michigan Avenue and repsjl
in their haste to accelerate what business there is keep checking on the processing of the|
contracts to the point where the buyers can't settle down to consummating the transac-i
tions.
A growing tendency among the tv networks' flagship stations in New York
To cut off the promos in the middle of a sentence to make sure that the subsequent!
20-second commercial and I.D. come out on time.
It's probably due to faulty timing by the promos' producers.
You'll find a difference of opinion among admen on what constitutes a "hoi
agency."
Some regard the word, "hot," as meaning an agency that's suddenly on the receiving endM
of a lot of new accounts, while others are inclined to apply the term to an agency that's lately
piled up a success record on mass-marketed products.
SPONSOR • 17 OCTOBER 19$
By Any Yardstick
1HE BIG ON
Takes the Measure
ARB
PULSE
NIELSEN
TRENDEX
WKRG1V
CHANNEL 5 MOBILE, ALA.
lONSOR • 17 OCTOBER 1960
THE PICTURE
HAS
CHANCED
in the important
ALBANY-SCHE DY-TROY
MARKET I
■flail llmli E #
j!/i\^lj. • . Lucky Channel 13 ... is the ONLY area TV
station posting consistent and considerable day and nighttime
audience gains.
ARB, November '58 to March '60, WAST |
NSI average ratings, April '59
to March '60, 6 A.M. -6 P.M., WAST
Saturday-Sunday 6 P.M.-Midnight WAST
SELL Where People BUY
coll iii >ii r **fcflK IlXi
3&fih
Leading^w Dallas agencies place.
among top 4 stations in total market
and in top 2 for quality market !
SHIPMENTS
[Continued from page 50)
they'd check into that, too, to learn]
the secret of Raleigh's success.
The big agency and advertiser sup-
plement this quarterly information
with spot-checks from Nielsen Food.
Index or Drug Index and from other
survey sources in an attempt to have
an accurate, current profile of what iaj
selling where. The smaller agency,]
representing smaller national adver-
tisers or those with more limited
budgets, is not able to afford or mah> (
tain such an elaborate check on sales]
or correlation of sales with advertis-i
ing impressions and costs.
Admen stress the need for these
more subtle marketing strategies and)
techniques. As one v.p. said: "I like]
to hear any well-considered station)
opinion, and if any station man can
help me improve sales for my cli<
I'm eternally grateful! What I
object to is some station men shooti
off their mouths about a subject tr
know nothing about.
"There are times when markets {
omitted or dropped off a list. But if
a station man or a rep or anyone elsi
can give us sound reasons why the
market should be added we give clo?fl
attention. In some cases we've added
markets, but this is usually whe«|
market A had a slight edge over Mai
ket B and then we received new infoi
mation which tipped the scales to Bj
"We're by no means infallih
the factor we watch closest and thd
one, I think, in which we have thd
least possible margin of error is thai
indicating where our sales are mada
Stations are thus challenging agenda]
and advertisers on their stronge^
point!"
Stations, however, still make tli
strong point tvpified by this allegi
tion from WWVA, Wheeling. Froi
a presentation. "The Case of the Ne|
lected Food Markets": "Sales of 6
WWVA market supermarkets credite
to Pittsburgh. The retail food sail
of these supermarkets, including
Kroger and many others, are credit'
to Pittsburgh due to the fact that thj
buying of these stores is done ii
Pittsburgh. All of these food doll
are credited to Pittsburgh despite thj
fact that all of these supermark*
are located outside the effective
fluence of Pittsburgh advertising
dia."
SPONSOR • 17 OCTOBER Kfl
CT3
CO
<>?
VH
-5C
CO
.<d
i
o
o
00
#
CD
t
CO
CO
CD
s
■<5
1'
-cr
■&
-C?
CD
o
M
<?. - «7>
% •*
tp ^
% ^
^. CP
^ 1
C/D
Co
ThE
NewYorIi
PhilhARivioNic
Possibly there is no program anywhere on the
air about which the audience feels more deeply
than this one. The Philharmonic, under Leonard
Bernstein, is in its 31st consecutive year on
CBS Radio. The 31st year in which listeners
hear what many believe to be the world's great-
est orchestra. In all radio the New York Phil-
harmonic is the kind of company you keep . . .
oiMly
on CBS
RacHo
LADY EXECS
(Continued from page 35)
woman's industry yet," Miss Barish
told SPONSOR. "Both Grace and I
worked hard for many years for our
knowledge of the industry, and Ave
realize that few women have had this
opportunity .""
Reed does the initial screening
of new executive employees. Gen-
erally, both ladies found that men do
not resent being interviewed, screened
or decided upon by women, mainlv
because "the company is headed by
a man, and he makes the final de-
cision."
When not in the heat of the actual
selling season, Miss Sullivan and Miss
Barish screen new material, discuss
sales, agency, and station trends and
plan new sales campaigns. And of
course there are always follow-up
calls to be made in N.Y. as well as
other top markets. "The sale isn't
always over after the contract is
signed," Miss Barish said. "Stations
like to feel that sales people are really
interested in how their shows are
going, and in what the station may be
looking for in the future in the way
or renewals or new programing."
Miss Sullivan agreed.
In addition to Official's five-minute
shows, and hour-long Playboy's Pent-
house, there are about 18 syndicated
half hours in circulation.
Official began co-producing and
financing the shorter, newsy pro-
grams because it found that many
times stations kept the half hours on
the shelf for lack of programing
time. "We are now trying to produce
things stations need and want. The
shorts give them an extra program
where time is tight," said Miss Barish.
Miss Sullivan is a high-spirited
young woman with definite views on
the industry. "Although other com-
panies seem to be having a bad year,
we are in profit for the first six
months of 1960," she told sponsor.
"This is due mainly to our new en-
tries in the five-minute field." Al-
though Official doesn't have a monop-
olv on short filler-type programs
(there are about 14 in circulation)
"we were the first with them and had
to overcome a great deal of problems
with stations, agencies etc," she said,
"and we believe we've paved the way
for other companies."
Official was the syndication origi-
nator of the five-minute format with
Almanac and Greatest Headlines i
the Century. They also have a ne'
one-minute show Sportfolio, a 5-mii
ute cartoon kiddy show called Am
maland and a one-minute documej
tary called Do You Remember.
Here are some of Miss Sullivan
comments on current industrv topic
On post-'48's: "At first, I wished \
had some but they're so overly price>
I don't know how well they'll sell
individual markets." On new optic
time ruling: "We're delighted. *
though it hasn't affected our sales
yet. it gives syndicators much mo
of a chance." On programin;
"We're bypassing new svndicati'
half hours this year, it's a co?l
business and the market is floodec
Official is also looking forward
an increase in foreign sales of tin
short series. "For one thing, beil
news-type programs, all that is g«
erally required is voice-over," s^
Miss Sullivan. She also indical
that Playboy s Penthouse is enjoyi
great interest overseas, according
Mrs. Douglass, who has been affilial
with Official for 10 vears.
In general Miss Sullivan and y\
Barish have no unique-to-women ?g
experiences. It was a little differl
in the beginning. Miss Barish
calls a time in Toledo about I
years ago when after concluding]
station sale, she was driving her l
and "sort of lookins the wrong wa
She bumped into the car in frond
hers and began to sob when e\c\
the over-S900 damages done to j
own auto. The man in the hit J
was coincidentally from the stall
she had just visited. "To this <-',)
whenever I hit Toledo, he savs.
look here, the cry baby's bacldj
town.' "
When Miss Sullivan first sta
out in selling, she "did thing?
showing up at calls minus my fi
but she managed to smooth out
rough edges in a short time. SI
still secretarv of Official Films
has remained active in administr.
affairs at the N.Y. office.
Mis? Sullivan told SPONSOR f
Reed is currently on the West (
negotiating for the co-productiol
a half-hour film series, gearell
network sale early next year. She|
indicated that one national adv<
is interested in negotiating buy -\\
of Penthouse on local marke^
program it in a network slot.
SPONSOR • 17 OCTOBER
PUBLIC SERVICE
{Continued from page 38)
\ew Orleans, gives four two-hour tele-
casts a year of its Television Little
Theatre which uses local talent for
scene design and construction, cos-
uming, lighting, and acting.
■i WREX-TV, Rockford, attracts
i sponsors for its two annual broad-
casts of graduation exercises at the
•ity's two largest high schools.
CRON-TV, San Francisco, had as
iliost for its weekly half-hour series
| Science in Action, Dr. Clark Kerr,
chancellor of the University of Cali-
fornia, assisted by faculty scientists,
,,n demonstration of experiments and
laboratory techniques.
In the "Children and Youth" cate-
gory of local public service tv pro-
grams. WAFB, Baton Rouge, has
participating sponsors for its Buck-
skin Bill series which is built around
: tories of the American West ; WWJ-
j'TV Detroit's Quiz 'Em is a current
i, lews and affairs quiz program with
.earns from local high schools com-
peting; Communism Looks at Youth
oncerns Communist propaganda per-
aining to the young people of the U. S.
,nd has a panel of high school stu-
dents on WPTA, Ft. Wayne; WMTV,
j)maha, with Playground Champions
[jresents a summer series in which
Various champs of local playground
ports meet in all-city finals ; Zoorama
il! rom KFMB-TV, San Diego, is a
'eekly broadcast from the San Diego
'oological Gardens; Sports-o-rama
n KNDO-TV, Yakima, has local
-MCA and Little League representa-
''ves giving instruction in baseball,
['ado, boxing, swimming and other
xnrts.
| Among the sponsored programs in
le "Government and Politics" class,
I'.QTV, Fort Dodge, staged its own
. ersion of the Great Debate with
(■:>cal candidates discussing opposite
{ides of important community issues;
! /SAZ-TV, Huntington, kept track on
I; te area's senators and representa-
tives in its Man in Washington
juries; KAKE-TV, Wichita, was one
) |f several stations to give intensive
* cal and sponsored political cover-
re with its three-hour Election
arty specials.
t | "Safety and Law Enforcement" had
| 3 share of sponsored local public
JM'rvice programing. Among others,
I j'DUB-TV, Lubbock, ran a weekly
yraffic Report of the Air; KFEQ-
l|V, St. Joseph, had sponsors for its
Big Jim and His Deputies, a safety
program directed to children.
"Farm and Conservation" programs
with advertiser backing included
Mid-South Today over WMCT, Mem-
phis, which explained modern agri-
cultural methods and equipment,
Best in Hunting — Best in Fishing,
over WTVW, Evansville, directed at
sports enthusiasts and sponsored by
a local sporting goods store; Cot-
ton John's Farm and Home Show
on KGNC-TV, Amarillo, which in-
cluded school bands, choirs, soloists,
and awards to young people's groups.
Programs dealing with "Health and
Social Problems" ranged from Di-
vorce Court, KTTV, Los Angeles, and
Youth Court, KTLA, Los Angeles, to
To Live Tomorrow on WTIC-TV,
Hartford, a half-hour, one-time docu-
mentary about an open heart surgery
case at the Hartford Hospital.
The "Organization, Activities, and
Services" classification of the TIO
study disclosed sponsored programs
such as Almanac on K ALB-TV, Alex-
andria, La., a kind of many-sided
community calendar, Today in Geor-
gia, a local homemaker, news enter-
tainment program on WSB-TV, At-
lanta, Table Talk, KGBT-TV, Harlin-
gen, Texas, a 25 minute Mon. through
Fri. show featuring local celebrities,
Revue Francaise over WMUR-TV,
Manchester, N. H., for the French-
speaking people of the area, and
Military Log over WECT, Wilming-
ton, N. C, which presented guests
from many neighboring Army, Navy
and Air Force bases.
Other sections of the TIO study
"Interaction" such as "Practical Arts
and Skills," "General Adult Educa-
tion'" and "Exploring New Program
Areas," disclose equally interesting
examples of local tv station creativ-
ity, and appreciative advertising
backing.
Two months ago in Washington,
Chairman Frederick W. Ford empha-
sized to SPONSOR what many both in-
side and outside the industry do not
realize — that the FCC considers that
sponsored public service counts equal-
ly with unsponsored in determining
how well a station is living up to the
"public interest, convenience and ne-
cessity" provisions of its license.
Chairman Ford, and SPONSOR both
hope to see a continued growth in
advertiser - backed public relations
programing on both the network and
local level. ^
Garry
Moore
Moore fun. That's just what happens every
Monday-through-Friday when Garry and
Durward Kirby blend their special brand
of informality and wit. Millions of listeners
find Garry Moore immediately and im-
mensely likable. No wonder sponsors find
any friend of Garry's is a friend of theirs!
In all radio Garry Moore is the kind of
company you keep
Only
on CBS
Radio
NSOR • 17 OCTOBER 19C0
SPONSOR ASKS
[Continued from page 49)
dren's shows a> well. That is the
participation by children in projects
initiated by the station. The partici-
pation can be by mail, as studio
guests or through special promotions.
But active participation we have
found, has done more to increase in-
terest in our kid's shows than any
other thing that we have done.
We built a space ship in our
WMTM-TV studio during the live
segments of the children's show re-
cently. Our chief engineer wrote a
list of engineering specifications for
the design of the ship and we asked
the children to become "consulting
engineers" for the project. The re-
sponse was far more than we ever
anticipated. The children wrote in
and amazed the staff with the exam-
ples of diligent research they had
done at home. Their absorbent in-
terest in the program was certainly
displayed by the results they sent in
and it was obvious that they had
achieved a pride of accomplishment
for their "consultant" work.
Careful attention must be given to
6 out of 10
copies of SPONSOR
go to advertisers
and agencies
The only publication edited 100%
for buyers of radio and television
SPONSOR
Shortest distance between buyer and seller
an understanding of this audience
we're seeking. Tv is not only a me-
dium of entertainment in the case of
children's audiences. It is also an
important educational tool which ex-
erts a great and lasting influence on
the viewers. If these factors are
taken into consideration when pro-
graming for the children, tv can be a
delightful medium through which
they can be invited to participate in
the adult world.
Wm, A. Riple, gen. mgr., Van Curler
Broadcasting Corp., WAST, Albany, N. Y.
On September 14th, 1959, WAST
went on the air with a program called
Breakfast With Mike. The show was
on from 7 to 9 a.m. and starred
a young man dressed in a cowboy
costume with a setting in and around
his ranch. Sunrise Ranch by name.
The show, while film features are in-
cluded, is basically a live show which
capitalizes on being local. It was pin-
pointed at the six to 14-year-old
age group. The opposition two)
stations carry the Today show on one|
hand and Captain Kangaroo and|
Romper Room on the other.
In June of this year Ranger Mike\
left his ranch house and moved into-
a modern setting. At that time li
began wearing normal everyda
clothes. There was no adverse effectj
whatsoever because he moved to
town to bring newer and more spe-
cial features to the audience.
The program has now become ac-
cepted "family" entertainment in this
area. While it is primarily a chil-
dren's show there are enough features
included to find general interest
among both teenagers and adults. Foi
example, from 9 to 8:15, "Mike"
does a complete news, weather,
and sports roundup. This is the m
complete locally presented news
the area during this general time pe-M
riod. The news is presented witlT
special emphasis on visuals. Mik«
uses a large globe of the world ti
show graphically just where new:
events are taking place.
(Please turn to page 66)
SPONSOR • 17 OCTOBER 19<>(1
Interview: /ucZ^ /z^^£*^£. % .
Account Executive of Fletcher Richards, Calkins & Holden when
asked why he selects WLW Radio-TV stations
for U. S. Rubber Farm Boots:
"Our WLW advertising enabled U. S. Rubber Farm Boots to open
25 new dealerships in the WLW primary coverage area!"
"And this WLW campaign sparked dealers
into unprecedented enthusiasm and
cooperation in promotional tie-ins!"
"This first Radio attempt to sell these particular
U. S. Rubber Farm Boots was so successful that we'll be back
again and again on WLW with lots more advertising to boot!"
Call your WLW Stations' Representative . . . you'll be glad you did! The dynamic WLW stations . . .
Crosley Broadcasting Corporation, a division of Avco
I
ONSOR • 17 OCTOBER 1960
One of New York's
most desirable locations
MADISON AVENUE
AT 52nd STREET
HOTEL
Just steps from anywhere...
now with 500 individually deco-
rated rooms and suites — and
completely air conditioned.
17 E. 52 St.
Your rendezvous for dining
deliberately and well . . .
open every day of the week
for luncheon, cocktails,
dinner, supper.
PLAZA 3-5800 • TWX: NY M38
SPONSOR ASKS:
i Continued from page 64 I
A new innovation which we have
just started is part of what may well
be a trend, and that is the availability
of children in the audience to actu-
ally take part in the show if not on
the show. Mike gives away a "Prize
A Day." All the children have to do
to win is send their name in. The
postcard is placed with others, in a
huge cylinder, which .Mike spins on
the air and picks a dailv winner.
At one time every children's show,
going back to the Nila Mack "Let's
Pretend" days, was all imagination.
Today our children no longer dream
of Buck Rogers type characters be-
cause these characters are virtually
real, or soon will be. Therefore, we
have found that an honest, realistic
approach is a sobd method of attrac-
tion. We combine this with heavily
emphasizing the local approach.
Mike gives school closings during
winter storms, talks about a heavy
fog so the kids should "warn Dad to
leave a little earlier for work." He
discusses places in the area of inter-
est, historical and otherwise which
the children can actually visit or al-
ready know.
In other words we are following a
trend that goes away from the fairy-
tale world of complete imagination
and into the world of realistic, enter-
taining information. We attempt in
every way possible to make the chil-
dren feel as if they are a part of the
show. We shoot local film of places
and events that are either known to
the children or that children have
actually taken part in. We give them
tips on how to improve their hand-
writing and point out how important
this is to their marks in school. Most
important of all, we don't talk down
to them. We talk simply, but we talk
directly.
I feel with the tremendous increases
in knowledge that now rub off on
even the smallest of children that a
definite trend, if it hasn't developed
vet, soon will. That trend is to pro-
vide intelligent entertainment on the
children's own level, or even sligtly
higher. Thev are no longer awed by
such once imaginary spheres and
outer space, this is now part of the
world in which they live and grow.
They are interested in learning about
it in an entertaining manner which
they can understand. ^
JOHN'S
i Continued from page 33 t
mention of the Soviet Premier by _
name, but the Russian-like gibberish I
followed by an interpreter's "transla-
tion" leave no doubt of who's sup-
posed to be talking.
"I have seen your factories, I have
seen your cities, but you were afraid
to show me two things. You did not
show me Disneyland, and vou did not
show me John's Bargain Stores." rum
the speech. But. warns the vengeful
foreigner's translated warning. "Give
me five years and I will have Ivan's
Bargain Stores all over my country."
John's has one e.t. used strictly for,
its frequent store openings. It centers
around a carpenter, hammering away,
trying to complete construction of the
new store. Citizens keep bothering
him to ask if the store is open yeL
Finally, at hi? wit's end. he exclaims.]
"Next guy that interrupts me
gonna smack with the hammer!" Si
enough, someone else does, and the|
carpenter lets him have it. onl;
discover that. "Oh my gosh. I hit the
boss! Joe . . . Joe ... I didn't kni
it was you! Joe . . . Joe . . . S]
to me. Joe!"
A 20-second jingle leads off m<
of the commercials. Set to the tune oi
'"Camptown Races." it runs:
IT ho shops at John's Bargain
Stores?
You do: I do.
Ladies, gents and kids get more
At John's Bargain Store.
Shop and save today
The John's Bargain uay.
Everybody shops John's Bargain
Store
Where your money buys you
more.
John's Bargain Stores, founded i
1927. is run bv the Cohen familv^
which managed its rise with little
the way of formal education. Har
Cohen. Avho started the chain, is
semi-retirement now. while most
the executive responsibility is hand!
bv his three sons and daughter. Bel
Cohen is president of the corporatioij
and in charge of real estate operi
tions. David Cohen serves as t.j
and treasurer, devoting much of
efforts to promoting harmonious
ployee relations. James Cohen is
charge of buying. Stella Tobin
merchandise expediter. A neph
Marry Cohen, heads up merchandn
in2 and advertising.
SPONSOR • 17 OCTOBER 19d
decidedly Cleveland's #1* station
A spot announcement
on WHK is the only way
she can get through
to him now. For she's
not the only one
who's overboard.
He is, too— overboard
for Metropolitan's brand
of news, service and
showmanship which
finds WHK swimming
in listeners and
advertisers. Is your
product in competition-
infested waters? S.O.S.
Blair, or V. P. 85
General Manager
Jack Thayer. Just
call EXpress 1-5000.
WHK
Cleveland!
A station
of the
Metropolitan Broadcasting
Corporation
GO
•HOOPER 26.9% a.m.. 34.9% p.m., all day average 31 .1%. (Next station: 22.3%.) PULSE, 21.1% average total share of audiei
n and out of home, Juti
NEWS & IDEA
^ WRAP-UP
LOOKING BACKWARD are Mr. and Mrs. Flintstone making the rounds of Columbus, O. to
promote new ABC TV show 'The Flintstones.' Mrs. (a professional model) and Mr. (local sta-
tion prop boy) visited stores asking for such items as dinosaur steaks and whale oil
Washington football team is Frosty Fowler (with net), KING,
led official dog chaser for team's
of all dogs — is briefly interrupted to pose
games. His job — keeping
ith school cheer leaders
ADVERTISERS
FTC's Earl Kintner warned ad-
vertisers along with their agen-
cies that hy ignoring the law they
were "digging their own grave."
Kintner said that most of the
mounting complaints the commission's
heen getting related to the food busi-
ness whose annual sales came to
$72 billion.
He noted : "it was inequitable to hit
a few people (with enforcement),
leaving others to go merrily on their
way ignoring the law."
Eversharp Ine. and its agency,
Compton, have agreed to an FTC
consent order forbidding them to
use deceptive pictorial demon-
strations to sell Schick safety
razors and blades.
The order specifies the advertiser
must stop:
• Using demonstrations purporting
to prove that the Schick razor is safer
SIXTH ANNUAL CONFERENCE of Ad
vertising Research Foundation, brought to-
gether Frank Gromer (I), Foote, Cone & Beld- 1
ing; NBC's Hugh Beville, v.p. planning-resea
PENNANT-HAPPY PITTSBURGH <
rise to poster offered by Kahn's meat products.!
Here Dick Groat (r), Pitts. Pirates, KDKA'sl
Rege Cordic (I), Kahn's Luther Harford chat|
on station's nightly baseball broad
17 OCTOBER 19601
than other safety razors, in actual use.
when such proof is not in fact given.
• Disparaging competitive razors
by untruthful statements or mislead-
ing or deceptive methods.
• Misrepresenting consequences
that may result from the actual use
of competitive razors.
fop August Spots: ARB's August
1960 report of best-liked TV commer-
;ials reports Hamm's beer in front
vith Johnson's Baby Powder and
.-Mel's Beer second and third respec-
! ively. Also in top positions were
.uch newcomers or returnees as Raid
;6th) U.S. Steel (9th) Ballantine
,16th) and Stag Beer (also 16th).
campaigns: Quaker City Choco-
ate Co. (Adrian Bauer & Alan
ripp) to promote Good & Plenty
>ith extensive tv spots . . . Lite-Diet
f.hite bread (Mogul Williams & Say-
pr) 3-month drive using 162 radio
Rations, 33 tv stations and 200 news-
papers . . . John Oster Manufac-
turing Co. ( Reiner Co. ) for house-
wares line, using extensive radio and
tv spot in over 50 markets . . . Elgin
National Watch Co. (JWT) has
bought participations in NBC-TV's
Today and Jack Paar Shows in pre-
holiday push. Also for Elgin on NBC
will be hour-long Dave's Place spe-
cial starring Garroway.
Drug Sales Up: U.S. annual drug
and proprietary story sales passed the
87 billion mark in 1959 and gained
Co' c in the first half of 1960 over
the like period 1959. Source: Niel-
sen's Review of Drug Store Trends.
AGENCIES
D'Arcy acquired Armstrong, Fen-
ton & Vinson, San Diego agency.
D'Arcy is now the only large na-
tional agency with a branch in San
Diego.
Based in San Diego are D'Arcy's
Convair (div. of General Dynamics
Corp. ) account, recently moved from
Lennen & Newell. The agency now
has 11 offices.
Agency appointments : Lever Bros,
new liquid household cleanser, Re-
ward to J. Walter Thompson . . .
Braniff International Airways to Cun-
ningham & Walsh . . . DCA Food
Industries to Kastor, Hilton, Ches-
ley, Clifford & Atherton for DCA
ice cream division . . . Contessa Di
Roma to Yardis Adv. . . . Habbersett
Bros, food products to Mid Ameri-
can . . . Sorensin Spratts (sardines)
to Ben B. Bliss Co. . . . Mag Powr
Games Inc. to Richard T. Clarke
Co., San Francisco . . . White King
Products to Donahue & Co., Los
Angeles, for White King Jet Starch
and White King Soft ; N Fluff . . .
Rent-A-Car Services Corp. to Gour-
fain-Loeff, Chicago . . . Pasquale's
Foods Inc., to Perry-Brown Inc.,
Cincinnati.
SAN DIEGO RADIO COUNCIL seminar on Radio in
the '60V join (l-r) Dwight Reed, H-R Reps; Ben Holmes,
v.p. Petry; Robert Eastman, Robert E. Eastman, Inc.;
Marion Harris, pres. KGB; Pete Goodwin, Sears, Roe-
buck; Marion Benson, Phillips Ramsey; George Whitney,
v.p.-gen. mgr. KFMB-AM-FM & TV; George Dietrich,
western adv. mgr., SPONSOR; Jack Keiner, mgr. KFMB
* >SIN' KAR was object of feminine affectioi
Wrecent Las Vegas Community Fair, whei
■.NO placed it in station's booth, d.j. Doi
m son (I) urged visitors to kiss it. Follow
^■jweelc, the car (a '54 Mercury) was woi
I gal who guessed number of kisses on it, am
'"■ — kisses and all—
I
making lo
I'NSOR • 17 OCTOBER 1960
Name change: Revill J. Fox & Co..
Denver, has been changed to Fox &
Chenoweth.
They were named v.p.'s: Clayton
G. Going and Charles P. Murphy,
BBDO . . . W. Watts Diggers, Danc-
er-Fitzgerald-Sample . . . Perry
Schofield, v. p. for creative service at
Friend-Reiss Adv., New York . . .
John Bocsel, A. C. Nielsen's Broad-
cast Div.
Anniversary party: Kudner cele-
brated its 25th year with a dinner-
dance in New York, with 300 em-
ployees and their spouses attending.
Admen on the move: Paul J.
Greenfield from marketing director,
Simoniz Co., to Edward H. Weiss,
Chicago, as v.p. and Purex account
supervisor . . . Samuel B. Vitt, from
associate media director to media
director, DCSS . . . John Wilson
Berch from Transfilm-Caravel, to
v.p. in charge of special services, com-
munications, field. Robert C. Durham
Associates . . . James C. Shelby
from tv/radio director, Joseph Katz
Co., to tv/radio account supervisor,
Campbell-Ewald, Detroit . . . Harvey
M. LaTerre from NBC to OBM, as
media supervisor . . . Stanley Kohl-
enberg, from account executive. L.
W. Frohlich to account and market-
ing executive, Smith/Greenland . . .
Marian Crutcher from creative
group supervisor. Grey, and Mary
Hardin from Clinton E. Frank, to
Compton Advertising, Chicago, as
copy group heads . . . Maynard
Greenberg from market research
manager, Marplan, N.Y.C., to Camp-
bell-Mithun. Minneapolis, as creative
research supervisor.
TV STATIONS
Coffee and tea companies spent
more in tv in the first half of
1960 than in any similar period
previously and the bulk of it was
in spot.
The coffee and tea total in tv was
$27.2 million from January-to-june,
of which $21.0 million was spot,
according to TvB-Rorabaugh. and
£6.2 million was network, as reported
by TvB/LNA-BAR.
The domination of spot over net-
work was paralleled by coffee's eclips-
70
ing of tea. Total coffee spending was
$21.8 million and tea accounted for
$5.4 million.
Leading coffee and tea spenders on
tv were General Foods' Maxwell
House, Sanka and Yuban, $9.3
million; Standard Brands' Chase
and Sanborn, $2.2 million; J. A.
Folger, $2.1 million; Lever Bros.'
Lipton, $2.0 million, and Standard
Brands' Tenderleaf, $1.1 million.
Programs: The first systematic at-
tempt to provide information to sta-
tions on what other broadcasters are
doing to produce local public affairs
shows has been summed up in Inter-
action, a book published by the TIO.
The work studies 1.038 programs pro-
duced by 264 stations in 162 cities
between January 1959 and June 1960.
Topics covered in the book include
community affairs, literature and the
arts, schools and education, science
and technology, children, government
and politics, safety and law, farm,
health, religion, and other subjects.
Copies of the book are gratis in TIO's
trade distribution and S3 to others
from TIO. 666 Fifth Avenue. New
York 19, N. Y.
A helping hand: It's not all hard
and cynical in the world of commer-
cial television. One educational tele-
vision station, WHYY-TV and FM,
Philadelphia was devastated bv a fire
recently. The following day NBC o&o
WRCV-TV and AM donated facilities
and Bell Telephone installed emer-
gency microwave equipment from the
NBC building to the WHYY trans-
mitter. The WRCV-WHYY "mar-
riage" began 5 October and was ex-
pected to last two weeks.
More on programs: This week
WOR-TV, New York, begins regular
color telecasting on its Million Dollar
Movie. First attraction is Rodan, a
Japanese science fiction import . . .
A repeat telecast of a documentary on
the naval carrier Enterprise was pro-
vided by WVEC-TV, Norfolk-Hamp-
ton, Va., at the request of Fifth Naval
District officers.
Next of kin: Credit WCAX-TV,
Burlington, Vermont, and its regional
news program. Newstime, with carry-
ing out a century-old instruction for
the property of a dead Civil War
soldier. A New Testament found in
the hands of a Vermont soldier was to
be sent to his family, but it did not
reach a descendant until last month
when the story come out on News-
time. Mrs. Clifford W. Hanson of
Starksboro, a direct descendant of
Sgt. Charles W. Ross, received the
New Testament: she donated it to the
Vermont Historical Society.
Tune-in ads for tv spots: Helena
Rubinstein purchased a 670-line in-
sertion on the society page of The
New York Times on 30 September to
call attention to a Coverinse tv spot
to be seen at 11 :15 p.m. that night
on Channel 2. The tv spot Avas the
first commercial seen on WCBS-TV
that evening on The Late Show, which
starts at 11:15. The headline of the
ad read. "Tonight at 11:15, Chan-
nel 2, Helena Rubinstein will change
Barbara Kelly's hair from 'salt and |
pepper' gray to brown with new Coloi
Lift Coverinse." The station believes j
the tune-in ad for a 60-second tv spot i
is without precedent. The advertise-
ment was prepared by Ogilvy, Ben- j
son & Mather. The ad also con-|
tained a reference to other telecasts of |
the tv spot on WCBS-TV's Early
Show and on WNEW-TV's Five Star!
Movie.
Ideas: WJZ-TV, Baltimore, dis-
patches a hostess to board a transit!
bus each morning to pay the fare ofl
all riders and to inform them that!
they are the guests of its Bandwagon|j
Bus. The station uses transit advi
tising on 50 buses throughout the citvj
. . . WJRT, Flint, hired a Chinese
laundrvman to do 20-second promoJ
tions entirelv in Chinese for HonQ
Kong, a new ABC TV series.
Promos: WNDU-TV, South Bend]
sent a float through the downtow
part of the city on a moon rocki
theme to call attention to the 196
Studebaker Lark models . . . The Ore
gon State Bar's first tv award
presented went to KGW-TV, Port
land, for its World Court in Actioi
telecast . . . WSJS-TV, Winston
Salem. N. C. salutes each of 13 citi
in its telecast area weekly with pi
motions including a barrage of to'
parachutes . . . WTRF-TV, Wheel
ing. W. Va., promoted new NBC V
programs with floats entered in Wes
Liberty State Teacher College Home
coming Parade.
SPONSOR • 17 OCTOBER 19w
WEBfBBmB*^^*^- pi IT WV7n.TV'e PAmilnritu
NSI SURVEY— GRAND
June 6-
RAPIDS-KALAMAZOO AREA
uly 3, 1960
Quarter Hours
in Which Stations Deliver Most Homes
No. of Quarter Hours
Per Cent of Total
WKZO-TV
STATION B
WKZO-TV
STATION B
Mon thru Fri.
7:30 a.m.-Noon
Noon-6 p.m.
Sun. thru Sat.
6 p.m. 9 p.m.
9 p.m.-Sign off
80
70
79
76
10
50
5
8
89%
58%
93%
81%
11%
42%
7%
19%
BUT... WKZO-TV's Popularity
In Kalamazoo -Grand Rapids
Will Be Music To Your Ears!
The latest facts about Kalamazoo and Grand Rapids are
that, according to Television Magazine, each is among the
55 fastest-growing markets in population and households.
WKZO-TV is your most effective selling medium in
this important market — delivers far more viewers than
any other station. (See NSI box.)
Keep pace with the growth in Kalamazoo and Grand
Rapids on WKZO-TV. And if you want all the rest of
outstate Michigan worth having, add WWTV, Cadillac, to
your WKZO-TV schedule!
1 *i0 million people have paid a record $35 million to see the Rodgers and Hammerstein musical, "Oklahoma."
WKZO-TV
100,000 WATTS • CHANNEL 3 • lOOO' TOWER
Studios in Both Kalamazoo and Grand Rapids
For Greater Western Michigan
Avery-Knodel, Inc., Exclusive National Representatives
SPONSOR • 17 OCTOBER 1960
Also about people: Donna Butler
to KT\ I . ><in I rancisco-Oakland, as
assistant audience promotion director
. . . .Michael James is new assistant
to the sales promotion director there
. . . Glenn \\ . Maehl promoted
to local sales manager of the station
. . . Thomas B. Shull, director of
film operations, Storer Broadca>tiim.
elected chairman of the U.S. Broad-
casters Committee oil World Affairs.
RADIO STATIONS
Almost two-thirds of all radio sta-
tions broadcast editorials, but
only one out of eight do so with
any regularity.
The latest NAB survey discovered
that 61.8 per cent of all radio stations
air editorials, but onlv 12.2 editorial-
ize regularlv while 49.6 per cent edi-
torialize occasionally.
The same NAB study, the third
part of a general radio news survey,
came up with these other discoveries:
• Editorializing is on the in-
crease, but only top management or
news chiefs perform the function.
• Regular editorializers usually
broadcast an opinion on only one
day, while occasional editorializers
generally repeat each editorial.
• Most stations look for the op-
posite viewpoint as well : 80 per cent
try to find it actively. 15 per cent offer
time if it is sought, and only one
per cent don't seek other viewpoints.
The survey was conducted under
Richard M. Allerton. NAB's re-
search director.
A Philadelphia station is the butt
of self-styled humor in a cam-
paign to sell men's clothes.
Station WIP's audience games and
contest are the take-off point for
satires on lucky dollar bills, special
days, and phone contests.
Beneficiary of the humor is Krass
Brothers clothes: campaign was cre-
ated by Martin Master Agencv.
The quality Radio Group met in
New York last week for a clinic
on sales and sales promotion.
Speakers included Richard Jones,
J. Walter Thompson media v. p.:
Thomas B. Adams. Campbell-Ewald
president; Ward L. Quail, v.p. and
general manager of WGN, Chicago;
Frank Gaither. general manager of
72
W-ll. Atlanta: Gustav Brandborg,
v.p. and general manager, KVOO,
Tulsa; William ML McCormick, presi-
dent. Yankee Network; Bob Cooper,
general manager, WSM, Nashville:
Harold Simpson, timebuyer. Wm.
Esty; John K. Frazier, director of
sales promotion and merchandising,
Crosley Broadcasting: David E. Part-
ridge, national advertising and sales
promotion manager. Westinghouse
Broadcasting, and Dr. Mark Munn.
manager of research. WGN. Chicago.
Those present at the first session
included Lee Morris. WSB, Atlanta;
Pete Kettler. Storer Broadcasting.
Miami: William D. Wagner. WHO:
Ralph Evans. WHO: Robert D.
Harter, WHO; William Wiseman,
WOW. Omaha; Paul B. Marion,
WBT. Charlotte; Perry B. Bascom.
Westinghouse Broadcasting: J. J.
"Chick" Kellv, Storer Broadcasting.
Miami: Harold B. Barre. WRYA.
Richmond: John B. Tansey, WRYA:
Edward H. Benedict, Triangle Sta-
tions: Bill Tucker. KIRO, Seattle;
Lionel Baxter, Storer Broadcasting.
Miami : Bernie Neary. \^ GBS. Miami :
Scott McLean. WLW: Charlie Gates,
WGN. Chicago; John L. Yath. WWL:
William E. Rine. Storer Broadcasting.
Miami; Worth Kramer. WJR. De-
troit; Maurice E. McMurrav. Storer
Broadcasting. Miami, and Ott Devine.
WSM.
Affiliations: Sherwood R. Gordon
good music stations in two cities will
join the Mutual Radio Network on
30 October. They are: KQBY. San
Francisco, and KBL'Z. Phoenix.
Incidentally, there is an application
currentlv before the FCC for KQB\
to raise its power output from 10 kw
to 50 kw.
New York's Spanish audience: A
study released by WWRL. New
York, prepared by Audience Ana-
lysts. Inc. of Bala-Cynwyd. Pa., out-
lined the size and importance of New
^ ork's Spanish-speaking radio audi-
ence.
There are 1.028.000 Spanish-
speaking people in New York and
thev average 8.4 hours a day as
radio listeners, more than twice as
much as New York's overall 3.5 hours
a day average.
The average Spanish-speaking home
has two radios and 21 per cent
have three receivers.
Although individual income is be-
low average, family income is good
since families are large, 4.3 persons
on the average, 2 or more of whom
are employed in 42.5 per cent of the
families.
Favorite listening reported in the
survey was novels and stories, music,
and news, and listeners asked for
more of all three of those program
types.
Listeners tuned regularlv to 19 dif-
ferent radio stations, but these had
the greatest lovaltv as reported:
WWRL. 84.9 per' cent: WHOM.
76.3 per cent: WBNX. 29.0 per
cent; WINS and WMGM. 14.3 per
cent each, and WNEW. 11.6 per
cent.
Kudos: KMHT. Marshall. Texas re-
ceived a citizenship award from \ FW
Post 3969. The award was presented
by Reverend Ed Haffner to station
manager H. A. Bridge. Jr. . . . Rep.
Oren Harris i Democrat. Arkansas'.
Chairman of the House Committee on
Legislative Oversight will be the key-
note speaker at the 9th annual na-
tional countrv music festival pre-
sented by WSM. Nashville on 4 and
5 November. Harris, whose commit-
tee placed the word "payola" in the
national vocabulary, will appear at
events sponsored by the station. Other
events in the countrv music festival
are sponsored by Dot Records. RCA
Yictor. Warner Bros.. Columbia Rec-
ords, and Capitol Records . . . Chuck
Arnold, broadcast personality of
WlSN, Milwaukee, received a special
citation from the Disabled American
Yeterans presented by national com-
mander William Friblev . . . KMTY.
Omaha, celebrates its 11th birthday.
Negro news coverage : WOAK, At-
lanta, has expanded its coverage of
local and national Negro news. Local
coverage is provided by Burke John-
son. Paul E. Z. Brown, and Ned
Ludens. In addition, a thousand
church and special items are received
and used each week. National and
world news are provided by Interna-
tional Negro News Service and UPI.
WNAC. Boston, has revamped its
program schedule throughout the
day.
There's greater emphasis on com-
munity service, news in depth and
music with a hi-fi sound.
SPONSOR • 17 OCTOBER 196*'
I'm
WeeReBeL says:
climbing into the
TOP "100"
NEW!
1293 ft. tower blankets Georgia's second
largest market*! More than twice the height
of former tower!
NEW!
Total Grade "B" Audience increase of over
72%. Now more than 193,000 television homes
in 55 Georgia and Alabama counties!
NEW!
Ampex Videotape facilities, both live studio
and on-location remote equipment.
• RENEWED!
Georgia's second largest market — the
Columbus Metropolitan Area with the high-
est per-family income in the state.
• RENEWED!
Established prestige of continuous seven
year dominance in ratings, homes delivered,
public service and lowest CPM.
RENEWED!
The same "personal" service from man-
agement, along with balanced program-
ming, client contact and community trust 1
1293' above average terrain
JimWoodruff, Jr., Pres. & Gen. Mgr.
George "Red" Jenkins, Dir. of Nat'l Sales
3
\g^
Represented by George P. Hollingbery Company
• 17 OCTOBER 1960
73
News will run 15 minuter ever]
hour on the hour from 6 a.m. through
11 p.m.
People on the move: Donald F.
Sailors from national sales manager.
KIOA. Des Moines, to v.p. and sales
manager. WING, Dayton, Ohio . . .
Edward R. Rooney from Cincin-
nati and Suburban Bell Telephone
Co. to account executive. WKRC,
Cincinnati . . . Dorothy Wall from
continuity director to publicity direc-
tor. WHAM, Rochester. X. Y. . . .
Sheldon Engel to KVIX, Phoenix,
Arizona, as general manager.
The QXR fm network has
changed a couple of affiliations:
The newcomers: WDAS-FM Phila-
delphia, being substituted for WFIL-
FM. and WCCC-FM Hartford, will
be substituted for WNHC-FM New
Haven. WKOP-FM Binghamton,
X. Y M has joined the network and
WKIP-FM Poughkeepsie has been
added.
New Florida outlet: WYAK (fin)
Sarasota made its air debut Oct. 15.
WYAK is owned and operated bv
Multitone Music Inc., 1373 5th St,
Sarasota.
NETWORKS
NBC TV to promote the value of
repetition has put together some
excerpts from more or less recent
studies on audience recognition
of ad slogans.
These findings, as you : ll recall
covered gasoline (Texaco), automo-
biles, toiletries (Pond's l tv sets.
white goods and various household
products.
The main thesis: the identification
quotient of the occasional viewer is
generally double-fold the non-viewer
and the frequent viewer's at least
twice as high as the occasional view-
er's.
The data documentation is to be
found in the XBC Research Bulletin
=212 iG-R-TVt.
Political convention sponsors
dominated list of leading net-
work tv advertisers in July 1960,
according to TvB-LNAR.
Westinghouse Electric Corp., which
sponsored complete coverage on CBS-
TV, led in gross time billings with
15,831,551.
Companies sponsoring portions of
the other networks' coverage included
Lever Bros., Mutual Benefit Health
& Accident Assn., Brown & William-
son, Bristol-Myers, Cowles Magazines,
B. F. Goodrich and RCA.
Promotion ideas: ABC sent out
to editors last week promotions
on behalf of two of its programs.
These were :
• An abacus, to check out election
night results against the Remington
Rand Univac A\hich the network will
have in use. The Univac will project
trends and results of the presidential
and key congressional races, supple-
menting the network's nationwide
coverage of election returns.
• Genuine flint stones "chips from
tools made by ancient man" on behalf
of the network's new animated half-
hour series The Flintstones which de-
buted 30 Sept.
Network notes: CBS pres. Dr.
Frank Stanton has announced his
forthcoming book, as vet untitled, will
be published in 1961 by Alfred A.
Knopf. Long range significances of
advances in broadcast journalism in-
cluding the current presidential de-
bates, will be assessed in the book, as
well as the role of electronic journal-
ism in a free society during crises . . .
National Academy of TV Arts &
Sciences has signed a new agreement
with NBC for the rights to the an-
nual Emmy Awards Telecast through
1965. Under the new pact ATAS will
receive $1.1 million for the rights for
the next five years. The agreement
goes into effect immediately and sup-
ersedes the contract which was to
have run through 1962.
Net tv sales: The National Commit-
tees of the Democrat (Guild, Bascom
& Bonfigli i and Republican parties
(Campaign Associates I to sponsor 5-
minute paid political messages on be-
half of their respective presidential
and vice presidential candidates on
ABC-TV during daytime schedule . . .
Timex ( Doner I will sponsor XBC-
TY's White Papers, hour-long public
affairs specials, the first of which is
set for Nov. 29, 10-11 p.m. The net-
work was reportedly asking $575,000,
time and programs, for half of
six specials.
New affiliations: KOY Phoenix will|
become ABC Radio's exclusive af-
filiate for that city 30 October. Thel
station is currently an MBS as welll
as ABC outlet, but will gradually re-
lease its contractual arrangements!
with Mutual during this month
KRAK Sacramento became a Mutualj
affiliate last week.
Tv commercials producers 1
give top priority to diversifies
tion moves which would
them into the thick of program
production and distribution as all
second area of business activity. I
As the latest case in point, FreJ
Niles Productions of Chicagi
growing as a producer and distribuj
tor of syndicated programs. This i
in addition to Xiles commercials aoj
tivities.
Latest show to be distributed byj
Xiles is Ed Allen Time, a morningj
exercise show originating
TV, Detroit, and already carried OBJ
WSPT-TV, Toledo; WJW-TV, Cleve-
land, and WIT. Milwaukee.
Xiles is also distributing Light
Time for the Xational Lutheran Com*
cil and has feature motion picture
rights to the current Hillary expi
tion in the Himalayas.
Light
Coin-
picture
\; ei i-
Sales: ITC*s Best of the Post to Pj
Lorillard l L&X I and Bristol-Mvers'
Clair ol and Sal Hepatica (FC&B) oi
WABC-TV. New York; also to Ass<
ciated Investors on WISH-TV, In<
anapolis; Binyon Optometrists (M(
Cann-Erickson I in Spokane; KFBF
TV, Great Falls; Fairway Foods oi
WDAM-TV. Fargo and KCMT, Ale!
andria: Progresso Foods on WHEN
TV, Syracuse; KYTV, Springfieli
Mo.; KTVA. Anchorage: KTV1
Fairbanks, and WKJG-TV. Ft. Way
. . . Lopert Pictures' Latest 62 pad
age sold in color (26 of the title;
to WGR-TV. Buffalo: WFIL-T
Philadelphia: WCKT. Miami: KRCA
TV. Los Angeles; WAVY-TV. No
folk: KPLR-TV, St. Louis; WNB1
TV. Buffalo: KFRE-TV. Fresno
WFBG-TV, Altoona ; WLYH-TV, Lei
anon; WWL-TV. Xew Orleans, A
WWLP. Springfield . . . Ziv-ttl
SPONSOR • 17 OCTOBER 19«
HITCH
YOUR SELLING
TO AIR MEDIA BASICS
AND WATCH YOUR SPOT ZOOM
I960 AIR MEDIA BASICS $2.00
TIMEBUYING BASICS
TELEVISION BASICS
RADIO BASICS, FM BASICS
1 to 10.... 40 cents each
10 to 50 30 cents each
50 to 100„ 25 cents each
100 to 500 20 cents each
500 or more 15 cents each
To Readers' Service, SPONSOR, 40 E. 49th Street, N. Y. 17
Please send me the following:
'60 AIR MEDIA BASICS ISSUE
AMM£
FIRM
TIMEBUYING BASICS
ADDRESS.
TELEVISION BASICS
RADIO BASICS, FM BASICS
...
^C SSI
CQ
* § s
ss & «5g
If
^ 3s£ i
35
g m
55 2
s
s s
* o
■* s
I §
S £
£ s
s *
eo
i
1
S S2
as eo
3 «3C
eo
«1
5f *-'
§1
s
2
CO
s
2
s
£
Case i> j the Dangerous Robin to FlTSl
National Bank (Wendt Adv.) and Pet
Milk on KFBB-TV, Great Falls: Wil-
shire Oil and Thompson-Sauske Ford
on Kl VI. Santa Barbara: Ga\ John-
-nti"~ \iito Service on KREX-TV,
Grand Junction; J. M. Fields Depart-
ment Store ( Arnold vV Co. I on WTIC
TV, Hartford: Calling Brewing
(Harold Cabot I on WCAX-TV, Bur-
lington; Miller Tire Sales on KOA-
TV. Denver, and Tennessee York Co.
on WLAC-TV, Nashville; also, to sta-
tions KXTV, Sacramento; WDEF-TV,
Chattanooga; KMSO-TV. Missoula:
KOLD-TV, Tucson: KRGV-TV, Wes-
laco-Harlingen- Brownsville; WJRT.
Flint; KOOK-TV. Billings: WDAU-
TV. Scranton ; KALB-TV. Alexandria,
and KPLC-TV. Lake Charles.
Programs and producers: A news-
film manual on technique, said to be
the first of its kind, has been written
by Leo Willette of WLOS-TV. Green-
ville-Asheville-Spartanburg. Title is
"So You're Gonna Shoot News-Film."
Distribution is through Radio-Televi-
sion News Directors Association
(RTNDA).
Commercials: Robert Lawrence,
addressing the Fourth Annual Indus-
trial & Audio-Visual Exhibition at the
Trade Show Building in New York,
again urged that producers take a
more active role in the creation of tv
commercials . . . Mauri H. Gold-
berg to Robert Lawrence Produc-
ATTENTION
MR. STATION MANAGER
IF YOU NEED A top-rated Disc
Jockey with lively modern radio
sound. Three years strong air per-
sonality plus solid Radio-Tv back-
ground over ten-year span. Family
man with B.BA. in Advertising —
Excellent sales story from Station
Rep.
Box -102
Write to SPONSOR
40 E. 49th St.,
New York 17, N. Y.
lions as senior producer and director
. . . Robert M. Rehnbock to Wesley
Associates as radio/tv production
supervisor . . . Hollywood Advertis-
ing Club searching for best commer-
cials produced anywhere in the world
in 1960 for consideration for awards
to be presented during Advertising
Week. 5-1 1 February 1961.
Strictly personnel: Robert Hoff-
man named Seven Arts midwest man-
ager . . . Norman C. (Buck) Long
will be western sales manager of
Seven Arts Associated . . . James A.
Jurist to CNP as business affairs
director . . . Herbert G. Richek ap-
pointed operations and services direc-
tor of Seven Arts, Lester S. Tobias
appointed special feature sales direc-
tor, and George Mitchell named
southwest division manager . . . Ed
Aaronof f appointed advertising, pub-
licity and promotion director for
MCA.
PUBLIC SERVICE
Radio and tv stations across the
country continue to hop with
vigor and increasing number on
the "debate" bandwagon.
Couple new" cases, in point:
• KTSM, El Paso, which featured
a 32-hour "partython," in which can-
didates for regional, state and local
offices debated and discussed issues
and listeners sot their inning bv
phoning in their questions and reac-
tions.
• WOWO, Ft. Wayne, hired a
theater and got permission to use a
high school auditorium, brought to-
gether Congressional candidates for
debate, invited the public and broad-
cast the proceedings.
Crash coverage: WHDH-AM-TV
triggered coverage of the 4 Oct. East-
ern Airlines disaster minutes after the
72-passenger Electra plunged into
Boston Harbor. Both stations also
had first films and taped on-the-spot
interviews with survivors, as well as
rescue attempts. WHDH-TV inter-
rupted regular programs 20 times to
present bulletins and film clips.
Advertiser Interest in Public
Service: John Karol. vice president
& director of special projects, CBS
TV sales, pointed out this month
there has been an increase of 210
sponsored quarter-hours of inform
tional programs on the three networks
within the last three years. In 1957
58, 357 of these quarter-hours weiij
sponsored: in 1958-1959. 475. and ii|
1959-60. 569.
Public service here & there
WSEN Baldwinsville. \. Y.. £
inaugurated a school bus safety feat
ture. Each schoolday. actual locat
of school buses are broadcast, warn
ing motorists about the need for cau
tion in these areas. A Svracuse brak<
repair service sponsors the featur
WRCV-TV, WFIL-TV and WCAU
all Philadelphia, pre-empted local
network time last week to broadi
in-school programs of educational sta
tion WHYY-TV following a 5-alar
fire which put the educational statioe
out of use . . . WnC Pittsburgh ha]
made a $2,000 cash grant to
area's educational tv station WQEI
for purchasing of sound-proofing nia|
terial for WOED's studios .
WFIL-TV's University of the Aij
series will be presented on Westing
house Broadcasting Co.'s five tv out
let. this fall . . . WBC's Lab 30
alreadv being carried by all Trianid
tv stations.
KUDOS: WCCO TV Minneapolis-
St. Paul news department has bee
named winner of the radio-tv new
directors associations top nationd
award for "reporting of a communitf
problem for 1960 . . . WCHS-T1
Portland, Me., has received the AmeJ
ican Heart Association's 1960 Howarj
W. Blakeslee award for outstandinj
tv reporting on heart and circulator
diseases.
TRADE DATES
The TvB's 1960 annual meetini
will be held in New York 15-lj
November at the Waldorf -Astori
A new TvB presentation The Pre
ress of Discontent will be shown
the hotel's grand ballroom the
day of the meeting.
The TvB board gets together on
first day and the Sales Advisory Ccnj
mittee the next day.
The Maryland-D. C. Broadcasted
Association is set to meet Frida
11 November in Washington.
The date and agenda was set fit
meeting <>f the regional group's dir«
tors last week. ^
SPONSOR • 17 OCTOBER
l'>6
INFLUENTIAL IN PHILADELPHIA
[wibgJ a
I^^^H mm
(0 o
^ RADIO 2
! 99 2
Leader in Quantity, Quality and Business Establishments Audience . . . Leader in news,
and new ideas in Community Service: Latest Pulse & Hooper Total Rated Time Periods.
Another Great Storer Station Represented by the Katz Agency, Inc.
•ONSOR • 17 OCTOBER 1960
IN GREENVILLE-
S. C.'s 1st MARKET
LEADS
Ask us or
AVERY-KNODEL
for the facfs about our leadership
WFBC
5,000 WATTS- 19 HOURS DAILY
GREENVILLE, S. C.
Offered with WORD, Spartanburg,
S. C, as the PIEDMONT GROUP
AFFILIATED WITH WFBC-TV
INTRODUCING THE NEW
ninni:\i:isT
HOTEL
39th St., East of Lexington Ave.
NEW YORK
Salon-size rooms • Terraces • New
appointments, newly decorated •
New 21" color TV • FM radio • New
controlled air conditioning • New
extension phones in bathroom • New
private cocktail bar • Choice East
Side, midtown area • A new concept
of service. Prompt, pleasant, un-
obtrusive.
v
t Sarason, General Manager
ORegon 9-3900
Tv and radio
i.:::r.:";V'.v::.:"---:" ! -?<
Ben Park has been appointed executive
producer, program development for West-
inghouse Broadcasting. A writer, director
and film producer, Park was formerly pro-
gram chief for the NBC network in Chi-
cago. Later, he was director of public
affairs for NBC in New York City. Earlier
this year he directed and produced the
science series Lab 30 for NBC. A former
president of Mills-Park-Milford, Park has taught television produc-
tion at Columbia U. and has won numerous production awards.
John F. Falcetta has been appointed di-
rector of the Boiling Company's newly es-
tablished promotion and publicity depart-
ment. Boiling's new department head will
handle national sales promotion, publicity,
as well as related services for all Boiling
stations. Falcetta comes to Boiling from
H-R Television Representatives, where, for
the past four years, he was assistant direc-
tor of promotion. Previously, he was with Commercial Solvent-
Corp., Peoria: earlier, he was a salesman for national magazines.
Dave Nathan, Curtis Advertising radio
and tv director, has been named president
of C. F. Productions, Inc., a newly formed
company created to syndicate and service
the Carlton Fredericks program and other
radio and tv productions. He will continue
his present association with Curtis. A
i jf _fl former vice president of House of Thomas,
^ ™ 4 ™™"™™ Inc.. Nathan was also director of radio and
television at Lewis Advertising, Newark, N. J. He began his adver-
tising-broadcasting career as a radio salesman for WVNJ, Newark.
Kurt Blumberg has been appointed vice
president in charge of sales for Robert
Lawrence Productions in New York and
Hollywood. He comes to his present po-
sition from United Artists-Television, Inc.
where he was manager of sales and opera-
tions. Previously he was vice president in
charge of sales and coordination for Tele-
vision Programs of America, and earlier, ■■Ml M
assistant to the vice president of sales for Ziv Television Program?.
Blumberg holds a B.A. from Princeton, is a W.W. II Navy veteran.
SPONSOR • 17 OCTOBER I960 1
. . .and
there are
those
who
will swim
TO THE FIFTH ANNUAL CONVENTION
^S!
IRoadgasters' promotion /kb\ssooiation
sheraton charles hotel
november 14-15-18 new orleans, la.
i'nsor • 17 OCTOBER 1960
frank talk to buyers of
air media facilities
The seller's viewpoint
Iliac is, of course, no formula for "good" radio programing. But there are
some guideposts that can be useful to the operator of a radio station. Some
of these guideposts were outlined recently by Stephan B. Labunski, vice pres-
ident and general manager of WMCA, New York, in a speech before the
Advertising Club of Birmingham, Ala. The core of this speech is reproduced
below. In it, Labunski warns both up-to-date and conservative broadcasters
not to underestimate the competition, but to do well what each does best.
WHAT MAKES 'GOOD' RADIO PROGRAMING ?
Wwli> is radio's business image so often mixed? Let's
look at some possible reasons. Radio men spend too much
time harpooning each other's accounts and not nearly
enough time examining and criticizing their own perform-
ance. There are plently of unsold clients waiting to be
called on. There's more than one good station in every
major market. And there's more than one good way to
run a radio station.
The 50,000-watt powerhouse which has been slipping in
the last few years had better quit knocking that 250-watter
for "all that rock 'n' roll music" it plays to get those em-
barrassingly big ratings and concentrate on improving its
services to listeners in those things it does best. And that
cocky independent which thinks it has a pat formula that
will last forever better not laugh at the CBS "gray lady"
down the street just because networks aren't what the\
used to be.
What's a great new "formula" today may be a loser to-
morrow. Only broadcasters who are willing to look objec-
tively at the challenges and the opportunities will continue
to be successful. And that's good. Nothing regulates like
competition — good competition, I mean.
Maybe some problems arise because radio broadcasters
have not always clearly understood what the proper func-
tion of a radio station ought to be. Is it an advertising
vehicle or it is an instrument of communication? An
advertising vehicle has, as its sole and legitimate purpose,
to sell — products, services, sometimes ideas — to its pros-
pects. \n instrument of communication, on the other hand.
has as Us purpose to inform, entertain and stimulate.
This i- not to say that advertising is unimportant, or
that it easily and automatically follows effective communi-
cation. But it does follow — as a second step in the procesi
of making a successful business out of an instrument of
communication, Its the difference between a shopping
guide, which is purely an advertising vehicle, and a new
paper which serves a large and influential readership wit
news and editorials, and as one of the results, carries a
great deal of advertising. It's the difference between a billJ
board — purely an advertising vehicle — and a good radio)
station, which ought to be an instrument of communica-
tion which also happens to carry advertising.
It shouldn't take the FCC to tell us how and why to ril
radio stations the way they should be run. It should bej
perfectly clear that responsible broadcasting involves seek]
ing out the interests, needs and tastes of the listening au
dience, then programing a service of entertainment, infol
mation and advertising which attempts to meet those needs
You have to go beyond the usual efforts to ascertain wha
those tastes, needs and interests are.
Ratings are good in retrospect. They tell vou somethin\
about how you're doing. But that's not enough. It';
good idea to get together with businessmen, com m unit]
leaders, educators, religious leaders and others and
them what they think about vour radio station. Don't
pect savvy advice on the latest hit records, but you Bil
find out that they have some useful, at least indicatn
criticisms and suggestions worth \ our consideratioi
When you've done all that, remember that operating ii
the "public interest" suggests doing things which
est the public." Think in terms of your listeners. St)
objective. Forget your private tastes, those of your w
your advertisers, and the members of your country c
set. Program to the general public. Entertain them,
Lighten them, stimulate them to thought and to action. Am
with it all, under careful control, sell them soap, sell tli
new cars, encourage them to buy new and better homes.
them to try a new way to shave. But keep the instrumenl
of communication strong, healthy, solvent and above al
independent; the salesmanship will take care of itself. ^
SPONSOR • 17 OCTOBER 1 *>6|
Thes 6^iajtt
HAS THE UNITED
GREENVILLE, SPARTANBURG
and ASHEVILLE...
and it's 7th* in the Southeast
larger than Nashville, Raleigh-Durham,
Jacksonville, Mobile or Jackson
^•SPARTANBURG
GREENVILLE
Georgia
South Carolina
For any "1st 10" markets
n the Southeast, or for any
1st 50" markets in the U.S you'll want "The Giant of Southern Skies"
Write, wire or phone the Station
or AVERY-KNODEL, INC. for rates.
availabilities and assistance.
Represented Nationally by AVERY-KNODEL, INC.
)NS0R • 17 OCTOBER 1960
w
SPONSOR
Congratulations to Marlboro
The sponsorship last week on CBS TV of the hour-long
documentary The Year of the Polaris by Marlboro Cigarettes
was a heartening development in tv programing.
As Roger Greene, v.p. in charge of advertising at Philip
Morris Inc. pointed out, it marked "the first time that a low-
cost, nationally used consumer product ever has presented
such an ambitious program in the public interest."
This season there has been a gratifying increase in the
number of far-sighted sponsors who are supporting tv's pub-
lic service offerings (see sponsor, 25 July 1960 — "The New
$25 Million Tv Trend").
But it makes us particularly happy to know that such
sponsorship is not limited to "corporate image building"
but is being extended to include brand participation in pub-
lic service as well.
Our congratulations to Philip Morris Inc. and to the Leo
Burnett Co., agency for Marlboro, for a fine example of
"good tv citizenship."
Meanwhile, back at the local level
Meanwhile, at the community level of tv programing
there has been a parallel and equally exciting growth of
advertiser interest in public affairs programing.
The article on page 38 of this issue carries the names of
160 local sponsor-supported tv programs which appear in
the new TIO brochure "Interaction." And the TIO study
covers only programs that were on the air before April of
this year.
Reports reaching sponsor in recent months indicate even
more intensive local station activity in the public affairs area
and a stepped-up participation in these programs by local
and regional advertisers.
Corinthian Broadcasting, which sold out its locally ori-
ented coverage of the Republican and Democratic Conven-
tions, is reportedly readying other program offerings of this
type. And many independent stations have been flooding us
with announcements of new public service programs and new
public service sponsors.
\11 in all, it is a very healthy trend, and one which we
applaud vigorously. ^
82
lO-SECOND SPOTS
Philatel-phaddle: Chet Huntley said
that with the continuous procession
of heads of state on television screens,
tv was beginning to look like a stamp
collection.
Station break: Two models were as-
signed to the concourse of Grand fjl
Central Station in N. Y. by the Ladies
Home Journal (BBDO) , their mission
to pass out doughnuts and hors
d'oeuvres to advertising men. Mc-
Call's counter-attacked by distribut-
ing hero sandwiches (6" thick, 18"
long) to the secretaries of 83 media
men. BBDO battle instructions to its
models read: "You should know the
advertising men by their attache |
cases and their generally brisk
pearance." And their secretaries?!
See those fat girls ivho always seem\\
to be chewing?
Shhhhhh, Milton: The man who
once owned Tuesday night, Milton |
Berle, let the secret out last week. )
When asked his opinion of tv ratings
he answered — "/ only believed in
them when I was No. 1."
J. Edgar Homer: The Baltimore
Orioles of the American League have
called in two F.B.I, men to train their
scouts in how to investigate prospec-
tive players. Jim McLaughlin, Oriole
farm chief said, "When you spend
many thousands of dollars to sign a
boy, vou want to know all you can
about him before it's too late." And
he defects to the Moscow Red Sox
with the second baseman.
Our leader: Hy Gardner complained
that the only leader not attending the
UN session in New York was Frank
Sinatra.
think, Think, THINK: Whei
WBKB, Channel 7 in Chicago, an*
nounced that David Susskind's dis-
cussion show Open End would be
carried every Saturday midnight, it
quoted an old review by Ben Gross j
of the N. Y. Daily News. Gross said
the show was "amusing, civilized,
sometimes infuriating, but always in- 1
teresting talk. It's a gerilol for tired
minds."
SPONSOR • 17 OCTOBER I960
Psst!...CaU Hollinfietxi
...for a Sure* Winner in the
"KEENELAND RACE
COURSE FALL MEET
OCTOBER 8th THRU
22nd."
^QuzQw^
^-_^r~-> — -Is* — ^- ^~*A^^^s7Z-*-k—
"X* Sure, most of us know there's no such thing as a
"sure thing." But radio's leading handicappers . . .
The Pulse and Hooper . . . have rated WVLK FIRST
since 1952. Backing any other entry in this market
is strictly a long-shot.
3 of
I
HE HORTON-KINCAID STATIONS "°™ ffi " To >> "< ,he Phoe ™ Hotel
Lexir
MIGHTY 590
)-. Top of
ington, Kentucky
TVHOO WVLK WFKY WCMl
ORLANDO LEXINGTON WH EE L ING- B E L LAI R FRANKFORT ASHLAND- HUNTINGTON
2* OCTOBER 19«0
40* a copycSS a yaar
SP0N30R
THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS USE
Us
the spot for a commercial
Millions of voters will listen to election returns on radio next
tionth, and they'll hear your message and vote for your product,
oo, when you schedule Spot during Radio's election coverage.
OB Albuquerque KARK Little Rock WRNL Richmond
'SB Atlanta
'GR Buffalo
'GN Chicago
'FAA .... Dal las- Ft. Worth
'KMH Detroit
PR C Houston
'DAF Kansas City
WINZ Miami
WISN Milwaukee
KSTP. Minneapolis-St. Paul
WTAR Norfolk
KFAB Omaha
WIP Philadelphia
KPOJ Portland
WJAR Providence
KCRA Sacramento
WOAI San Antonio
KFMB San Diego
KMA Shenandoah
KREM Spokane
WGTO ... Tampa-Orlando
KVOO Tulsa
Edward Petry & Co., Inc
The Original Stat
Representative
' YORK • CHICAGO • ATLANTA • BOSTON • DALLAS • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS
AGENCIES BEEF
UP MEDIA
DEPARTMENTS
More middle-echelon
executives are being
added as departments
grow in size, depth
Page 29
Station plan
arouses fears
of agencymen
Page 32
How accurate
are radio/tv
ratings data?
Page 36
How Proctor's
network tv
debut paid off
Page 38
THE
QUALITY
TOUCH
TELEVISION £^-^
RADIO abc/nbc • DALLAS
Serving the greater DALLAS-FORT WORTH market
BROADCAST SERVICES OF THE DALLAS MORNING NEWS
_
The restoration of an old master . . .
Just imagine the quality touch,
meticulous care and infinite patience
required. These are the same basic
ingredients which comprise the
quality touch atmosphere surround-
ing today's better television and radio
station operations.
▲
__ _
7^e StateM WPEN l ^ ^ St***
STAR-STUDDED PROGRAMING
STAR PERSONALITIES
STAR FEATURES
STAR FAN CLUB
[ STAR NEWS
STAR-TLING RESULTS!
MORE LOCAL and
MORE NATIONAL Advertisers
Ex<3R Than Any Other Philadelphia Radio Station
HITCH YOUR SALES WAGON TO A STAR
WPEN
Represented Nationally by GILL- PERNA New York, Chicago, Los Angeles, San Francisco, Boston, Detroit, Atlanta
THE CONSOLIDATED SUN RAY STATIONS WPEN - Philadelphia WALT - Tampa; WSAI - Cincinnati
'ONSOR • 24 OCTOBER 1960
NASHVILLE'S
WSIX-TV
Now offers
Quality...with NEWEST
VIDEOTAPE*
the fastest way to sell
the Central South
Simplified, economical production . . . the
quickest way to get your sales message
across. In Tennessee WSIX TV offers you
the latest model VIDEOTAPE* television —
improved circuitry insures brilliant repro-
duction. Complete facilities for both re-
cording and playback ... or send us any
tape that's been recorded on an Ampex
VR-1000 for immediate scheduling.
Vol. 14, No. 43
24 OCTOBER I960
^ SPONSOR
THC WEEKLY MAGAZINE TV/RADIO ADVERTISERS USt
DIGEST OF ARTICLES
Media departments re-tool for '61
29 Agencies an- beefing up their media units to keep pace with industn
growing complexity; middle-level executives, committee?, research ac
Will station plan over-commercialize tv?
32 Media directors are wary of affiliates' proposals to increase the nuir.tj
and length of chainbreaks, but agree to product protection n\i
Want a promotion job? First, find a gimmick
35 Eager to make a big impression during a job interview, two Stan
L graduate students rigged up a plan that surprised even an old d
How accurate are ratings?
36 Admen most often answer this question io their clients' sati-fact
A Martin Mayei article, reprinted from "Enquire,' may help thi
Proctor's web tv debut pays off
38 NBC research study shows success of Proctor's plunge last spring
daytime network l\. Company doubled its NBC TV campaign for ft
If you're going into tv overseas
40 Here are answers to a dozen questions commonly raised by I . S. spans
and agencies on foreign programs, commercials, stations, restrictioj
This month — specials and more specials
4X Network television's second month of the fall season unfolds an unpre^
denied number of specials. Also included in this section: Comparagrai
FEATURES
12 Commercial Commentary
72 Film-Scope
24 49th and Madison
66 News S Idea Wrap-Up
6 Newsmaker of the Week
66 Picture Wrap-Up
17 Reps al Work
88 Sellers Viewpoint
48 Sponsor Asks
74 Sponsor Hears
19 Sponsor-Scope
90 Sponsor Speaks
S 2 Spot Buys
90 Ten-Second Spots
86 Tv and Radio Newsmake
71 Washington Week
fniEl
Executive, Editorial, Ctrcilttt* ■
taw York 17, N. Y. Telephone MUr
Hill 8-2772 Chicago Office: 612 N. Michigan Ave. Phone: SUpe-rior 7-9863. |j?»fj
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Sj*J
Boulevard. Phone: Hollywood 4-8089. Printing Office: 3110 Etm Ave., Baltimore 11, •■
Subscriptions U. S. S8 a year. Canada & other Western Hemisphere Countries >»■
year. Other Foreign countries $11 per year. Single copiti 40e. Prijtjd \u ",?•*• A**!
all correspondence to 40 E. 49th St., N Y. 17, N. Y. MUrray Hill S-2772. Published was*
by SPONSOR Publications Inc 2nd class postage paid " "
©1960 Sponsor Publications Inc.
r Baltimore, Md.
SPONSOR • 24 OCTOBER
WHO-TY HAS
BUY-APPEAL!
Thousands of Central Iowa housewives get most of their
'shopping and buying ideas from WHO-TV — because
:his station reaches more of their homes in 80 of 120
quarter hours surveyed, from Noon to 6 p.m., Monday
:hrough Friday (NSI — June 20-July 17, I960).
Family Theatre, an exclusive WHO-TV production,
eaches an average of 49Tc more homes than any
)ther station in the market — Noon-2 p.m., Monday
hrough Friday!
WHO-TV's "station time" programming is produced
vith the state's leading television personalities
nd studio facilities, plus one of America's most complete
ilm libraries*.
Sell Central Iowa's housewives, at a low cost per
ilhousand, on daytime WHO-TV. Ask your PGW Colonel
or availabilities !
S.MG.M Package * WARNER BROTHERS "Vanguard"
• 'Showcase Package" *• NTA "Dream," "Champagne,"
■Sunset," "Santa Monica" • SCREES GEMS
"Sueet 65" • HOLLYWOOD TELEVISION SERVICE
"Constellation' * M and A ALEXANDER "Imperial
Prestige'' * PARAMOUNT LIBRARY and others.
WHO-TV is part of
entral Broadcasting Company,
vhich also owns and operates
WHO Radio. Des Moines
WOC-TV, Davenport
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
Channel 13 * Des Moines
NBC Affiliate
Col. B. J. Palmer, President
P. A. Loyet. Resident Manager
Robert H. Harter, Sales Manager
Peters, Griffin, Woodward, Inc., National Representatives
PONSOR • 24 OCTOBER 1960
nail down
more
sales
IT
II
with
SAN ANTONIO'S
ABC Television in Son Antonio . . .
Hit Greatest Unduplicated Live
Coverage in South Texas!
Represented by
THE KATZ AGENCY
NEWSMAKE
of the week
.
Procter & Gamble, the air media's largest advertiser, <
tinues its unique policy of choosing its top corporute exei
tives from the ranks of the advertising department uith t
naming of W. Rowell Chase, v. p. in charge of its soap proi
ucts division and a former ad manager, to executive vice ji
dent. The general advertising manager ivill report to him
The newsmaker: With the election of W. Row ell Chase I
executive vice president for Procter & Gamble, the Cincinnati r
ing colossus dittos its long-standing policy of choosing its top e»
tives from the ranks of its advertising department.
In his new post. Chase will continue to be directly responsible fi
operation of the company's domestic soap products division,
hereafter P&G r s general advertising manager and the general n
ager of its bleach business will report directly to him.
P&G, the leading air media ad-
vertiser, now lists board chair-
man Neil H. McElroy, president
Howard J. Morgens. and execu-
tive vice presidents Walter L.
Lingle Jr. and Chase as its top four
executives. All came up from the
"brand manager" posts created by
McElroy in the early 1930's. when
he pioneered in coordinating sales
and advertising and the brands
system.
At the 11 October meeting dur-
ing which Chase was elected execu-
tive v.p., the "rather exceptional progress" being made by P&(»
Duncan Hines Cake Mix line, which in 18 months took over ab<
25 r 7 of the cake mix market in the face of two entrenched leade
was cited by the board of directors.
This is certainly a feather in tv's cap. and that of the Duncan Hi*
agency. Compton. for P&G has said that its strong and creative pi
in spot tv was the major factor in pushing the mix to the top. (Si
Tv's Cake Mix Battle: What Next?"' sponsor. 15 August 1960/
Executive v.p. Chase, has been more interested in soaps al
bleaches since he joined P&G in 1931 as a sales trainee. HarvaHl
: 26 and Harvard Business '28. he had spent three years with Sear
Roebuck. In 1932 he was appointed a brand manager in P&G's advflj
tising department and rose to brand promotion manager i« 1936.
By 1951 he held the post of advertising manager, and in 1054
named g(
five committee,
products
old executive is married and has a son and a daughter. tfl
Rouell Chase
xvoi ne neia ine posr oi amending manager, ana in iv.n nan
1 general advertising manager and a member of the adminisrB
mmiittee. In 1955 it was v.p.. advertising and in 1957 v.p.. s«
eta division and member of the board of directors. The 56-yefl'
SPONSOR • 24 OCTOBER 196fl
?
the key
to many
doors
For the buyer or seller of broadcast time NCS '61 is
the master key that unlocks new opportunities . . .
provides fresh solutions to recurrent problems in . . .
(o^Z3> Marketing
What broadcast coverage should you buy,
county-by-county, to meet your sales goals?
(o\d Distribution
Do advertising allocations match your sales
area potentials?
<o^Z3> Media Selection
How can you tailor a campaign to fit the
varying characteristics of markets?
(o\zz> Station Management
Are you reaching the right prospects at a
reasonable price?
NCS '61, now polling 375,000 radio homes, is timed
to coincide with release of 1960 U.S. Census figures.
Nielsen Coverage Service alone will give authorita-
tive answers on radio and television coverage and
circulation . . . current information from every
county in the U.S.
FOR ALL THE FACTS call ... wire ... OR write today
CHICAGO 1, ILLINOIS, 360 N. Michigan Ave., FRanklin 2-3810
NEW YORK 22, NEW YORK, 575 Lexington Ave., MUrray Hill 8-1020
MENLO PARK, CALIFORNIA, 70 Willow Road, DAvenport 5-0021
jelsen\*F Coverage Service
Vvice of A. C. Nielsen Company 2101 Howard Street, Chicago 45, Illinois • HOIIycourt 5-4400
BOR •
24 OCTOBER 1960
n \J I I^MvY \3 ■ Everybody wants Deputy Dawg. He is syndication!
hottest new cartoon property. Variety reports that Deputy's Terrytoons-producel
series "continues to pile up sales, with the 75-market gross now up to $850,0001
The excitement figures. Deputy Dawg and his pals (Vincent Van Gophe|
Li'l Whooper, Muskie and others) were created for the special delight of tel
vision audiences and advertisers (Lay's Potato Chips is sponsoring Deputy :
dozens of Southern markets). Then there's a merchandisin g bonanza: Depu<
Dawg apparel, comics, records, games, toys, books available from Grosset
Dunlap, RCA Victor, Dell Publishing, Ideal Toy Corporation and other license^
Better order your 26 Deputy Dawg half-hours today. Becauseytake it frc
us, he's hot! For details, call or write to the nearest office of . .. © CBS FILM
". . . the best film programs for all stations.
Sales offices in NewYork, Los Angeles, Chicago,
San Francisco, St. Louis, Detroit, Atlanta,
Dallas, Boston. In Canada: S. W. Caldwell Ltd.
_J_~ L
J — __J — r -J_~ r --L T
WANTED
1
and WVEC's" SHOCK THEATRE ' has it!
I VIDE-KNOW-HOW[ is the rare Showmanship/Salesmanship thai has
earned consistent Top (late night) Ratings* for the show that features old
(some very old) horror pictures. Host "Ronald" is resurrected every Friday
night to guide legion viewers and delighted sponsors through television's
hottest late periods. With 65% more viewers than the other two stations
can average, "SHO CK THEATRE" typifies the job WVEC-TV is doing.
| VIDE-KNOW-HOWl delivers the audience, too, in the market's Top Rated"
children's show and 89 Top Rated prime quarter hours.
*Tops in EVERY Survey since March '60
I®
NORFOLK* PORTSMOUTH
NEWPORT NEWS • HAMPTON
DETROIT? PITTSBURGH?
NEWARK?
NO, THIS IS "KNOE-LAND
(embracing industrial, progressive North Louisiana, South Arkansas,
West Mississippi)
JUST LOOK AT THIS MARKET DATA
Population 1,520,100 Drug Sales $ 40,355,000
Households 423,600 Automotive Sales $ 299,539,000
Consumer Spendable Income General Merchandise $ 148,789,000
$1,761,169,000 Total Retail Sales $1,286,255,000
Food Sales $ 300,486,000
KNOE-TV AVERAGES 79.1% SHARE OF AUDIENCE
According to March 1960 ARB we average 79.1% share of audience from
9 a.m. to midnight, 7 days a week.
KNOE-TV
Channel 8
Monroe, Louisiana
Pholn .- The Crossed Company — producers of lu
CBS • ABC
A James A. Noe Station
Represented by
H-R Television, Inc.
per, chemical* end charcoal Oro
SPONSOf
Editor and Publis
1 R. Glenn
ecretary-Treasurer
aine Couper Glenn
EDITORIAL DEPARTMENT
Executive Editor
John E. McMillin
Managing Editor
Alfred J. J off e
Senior Editor
Jane Pinkerton
Midwest Editor (Chicago)
Gwen Smart
Film Editor
Heyward Ehrlich
Associate Editors
Jack Lindrup
Ben Seff
Walter F. Scanlon
Michael G. Silver
Ruth Schlanger
Diane Schwartz
Contributing Editor
Joe Csida
Art Editor
Maury Kurtz
Production Editor
Lee St. John
ADVERTISING DEPARTMENT 1
Sales Manager
Arthur E. Breider
Eastern Office
Willard Dougherty
Southern Manager
Herb Martin
Western Manager
George Dietrich
Production Dept.
Barbara Parkinson
CIRCULATION DEPARTMENI
Readers' Service
Barbara Wiggins
ADMINISTRATIVE DEPT.
S. T. Massimino, Assistant to Published I
Laura O. Paperman, Accounting Met
George Becker; Michael Crocco; Syd 3*-
man; Wilke Rich; Irene Sulzbach; Do-
Tinker; Flora Tomadelli
24 OCTOBER fl
Viiddle Western Spread
X Tow that the frost is on the pumpkin
■^ ^ and ducks ore writing V's overhead, East-
ern I o wans have a choice of fall spectaculars:
the farm-, or town-, or city-horn availability of
near-by nature, or cosmopolitan entertainment,
bought with the twist of a television dial. We
compete with the changing seasons. Fortunately,
it rains — and the nights grow frigid.*
Middle Western Eastern Iowa is east of the
West that has been described as the place where
it's always a long way from here to there. In
WMT-land it's always a middle way from here
to there. The scale is comprehensible. Distances,
compressed by train and car and four-lane high-
way, have yielded to the march of mechanization
and electronics. Yet Iowan's live spread out.
The top six metropolitan centers account for only
31% of Iowa's population — and WMT-TV is
home-town station for three of those centers.
In this spread-out market you need the cov-
erage WMT-TV provides: 51 counties in Eastern
*Sets-in-use figures are often in the seventies. WMT-TV
lias the largest liastern Iowa audience of all tv stations. ARB
Metro Area Reports, Feb. '57-Nov. '59; NCS 1, 2, 3.
Iowa with about 400,000 tv homes — more than
half of all tv homes in all Iowa.
WMT-TV. Cedar Rapids— Waterloo. CBS Television
for Eastern Iowa. Affiliated with WMT Radio, KWMT
Fort Dodge. National Reps: The Katz Agenry.
'ONSOR • 24 OCTOBER 1960
Thdf9faf/on/ras\
s/c/es - 0#/y
/
/
If having a solid adult
audience is square, we're
the squarest!
\S SI N has the greatest per-
centage (97.2%) of adult
listeners of any station on
Florida's west coast. Further-
more this adult
leadership is
throughout the
entire 24-hour
broadcast day. and
to the entire 29
county Suncoast
area with 1,404,403
people. In WS1 \
radio homes the
adults control
the listening. . .
they control the
purse strings, too!
For top results use
the grown up's station
by John E. McMilUn
Commercial
commentary
Cottage small by a tv camera
One minute before the third, and technically
most difficult, of the Kennedy-Nixon debates went
on the air. an excited voice blurted out suddenly
over the PA system in ABC's studio TV-2.
" Attention please! Attention please! The New-
York City Fire Department reminds us that
smoking is not permitted in this building. Please
put out your cigarettes. We are sorry."
There was a tiny murmur of protest among the nearly 200 members
of the working press sitting at the long tables (TV-2 was the official
New York pressroom for the debate. ''Damn," said a jowly characj
ter next to me. "And it was a 65c* cigar, too."
I remember this silly, trivial incident because, looking back now on
the telecast of 13 October, I think it was the only possible gripe which
even the sourest anti-tv sorehead could have had about the mag-
nificent arrangements which ABC made for the great debate.
And of course, after all, when Leonard Goldenson and Ollie Trey
face the pomp and majesty of the New York Fire Department, the
are confronting a power greater even than themselves.
But in every other respect ABC's planning and attention to
million complex details left me absolutely gaga with admiration
And I wonder how many people, even in our own industry, fullv
realize what a tremendous job the networks did with these ]
More than just free time
When I saw the first two debates, produced by CBS in Chi
NBC in Washington, I did so on my own home screen. \nd I
remember thinking then that the industry's primary contribution t<>
the campaign was a sizeable hunk of expensive free time { better thanj
8325,000 per program) plus some rather simple sets and production,
But when the debates shifted to New York, and I had a chance to
discover first hand some of the fantastic problems involved, I began
to realize that the networks can be even prouder of the almost incredi
ble amounts of technical and executive care, time, and attention. a3
well as the substantial out-of-pocket costs, which they donated to
these unique political broadcasts.
The third debate, of course, involved three studios and t\\<> origina-
tion points with Kennedy in New York. Nixon in one Hollywood
studio, and the panel of reporter questioners in another.
Even under ordinary conditions, the electronic sleight of ham!
required for such cross-count rv switches is tough enough. But with
a great debate it's just plain murder.
Technically, the Kennedy voice and image was shot cross coram
to Master Control in Hollywood, where it was mixed with the audio
and video from the Nixon and panel studios, and then fired back to
Chicago whence it was fed to the three tv and four radio networks.
{Please turn to page 14)
SPONSOR
24 OCTOBER 1960
CLEAR CHANNEL
PROBLEM
Take our channel number (seven). Use it four times with
arithmetical signs so that the total comes to a perfect score
(100)*.
Send us the correct answer and win a copy of Dudency's
"Amusements in Mathematics" — Dover Publications, Inc.,
N.Y. (If you've already won it, say so in your entry and
we'll provide a different prize.)
Current perfect score in D.C.: ARB Metro Area Survey (A tgnst)
hows WMAL-TV first, Sunday through Saturday, 6 p.m. to
\dnight.
wmal-tv
Channel 7, Washington, D. C.
An Evening Star Station, represented by H-R Television, Inc.
Affiliated with WMAL and WMAL-FM, Washington, D. C, WSVA-TV and WSVA, Harrisonburg, Va.
J ONSOR • 24 OCTOBER 1960
I
Commercial commentary (Com. from p.
NICKELODEONS,
VAUDEVILLES
&• MAGIC
LANTERN SLIDES
Businesses that want star bill-
ing in Metropolitan New York
advertise on WPAT . . . Metro-
politan New York's leading good
music station. We can't quite
promise that all the world will
be your stage, but 31 counties
throughout New York, New Jer-
sey, Pennsylvania and Connecti-
cut will be and that's a potential
audience of more than 17,000,-
000 people in more than 5,000,-
000 radio homes. Two-a-day or
eight-a-dav. commercials get re-
sults on ' WPAT. That's why
amusement and entertainment ad-
vertising alone has increased
191% in three short years on our
station and that's only one, count
it, one, of many advertising cate-
gories that has shown record
breaking gains. We say that's
show business! Advertisers like
these seem to agree: Allied Ar-
tists, Buena Vista, Columbia
Pictures, David Merrick Produc-
tions, Freedomland, Loeu's The-
atres, MGM, The Museum of
Modern Art, The New York City
Ballet, Paramount Pictures, Radio
City Music Hall, Twentieth Cen-
tury Fox and United Artists. They
are only a few of the many who.
in the past three vears, have ad-
vertised on WPAT ... the station
with the drama of success.
WPAT
But what ((implicated the already complex was the painstaking
impartiality ABC had to exercise at both ends of the feed.
The Nixon and Kennedy studios had to be painted the same, set
the same and lighted the same to forestall charges of favoritism.
Voice levels had to be absolutely balanced, camera angles identical,
and even delicate timing operation perfectly synchronized.
On top of the three cameras facing Nixon and the three facing
Kennedy were so-called "panic boxes" to warn the candidates about
their 2V 2 minute limits for answers and iy 2 minute limits for rebuttal.
(A green light showed o.k., a yellow, caution, and red, you're off.)
During the debate these panic boxes were operated simultaneously
by two engineers in constant telephone communication between New
\ oik and Hollywood. And meanwhile ABC director Marshall
Driskin was watching nine separate monitors for his camera choices.
Small wonder that ABC found it necessary to spend a full hour on
Wednesday and four hours on Thursday for expensive camera re-
hearsals with standins for the Senator and Vice President. All in all
it took over 300 technicians to get the debate on the air.
And Philippine mahogany yet
And the technical was only one of many different phases with
which the networks had to contend. There were hours of high-level
negotiations with party chieftains (Kennedy and Nixon changed the f
rules for the third debate the very day it was going on the air.)
There were all kinds of arrangements to be made for meeting
and greeting v.i.p. guests. Complex security problems required co-
ordinating the work of network police departments, city police and
fire departments and the U.S. Secret Service.
In the matter of press relations, the debates placed the networks
in an entirelv new position. For the first time, tv events w T ere being
reported in and for themselves by huge numbers of newsmen.
For the third debate, for instance, in New York alone 80 different
news outlets sought press passes. To provide credentials, ABC sched-
uled a press luncheon at the Sherry-Netherlands, where we were given
badges and a 13-page briefing on arrangements.
In studio TV-2 the network had installed 48 phone booths for re-
porters, including two each for AP and UP and one apiece for the
New York Times, Herald-Tribune. News, and Wall Street Journal.
A press canteen in one corner of the studio provided sandwiches. {
coffee and soft drinks.
To get fast transcripts of the debate, stenotype operators working I
directly from the monitors, handed their copy to typists who cut!
stencils which were fed into a battery of duplicating machines.
The first page of the script was being distributed to u<= w ithin nine
minutes. The complete script was available 30 minutes after the
debate was over (breaking NBC's Washington record of 43.)
There was no audience for the debate itself. In the studio, three
pool reporters acted as observers for the rest of us. Twenty minutes
before airtime David Wise of the Herald-Tribune, described the set.
"ABC has built a 'cottage' right on the stage. It's a dressing room
for Kennedy with desk, chairs, and a little bathroom. And — the net-
work wants me to tell you — it's paneled in Philippine mahogany."
There was a how 1 of laughter from the Fourth estate. But if Leonard
and Ollie want to be proud of that mahogany, and of all the rest of
their debate arrangements — I think thev have every right to be. ^
SPONSOR • 24 OCTOBER 196<J
New research concept, measuring significant audience in seven areas, shows more families spend more time
listening to WBZ than any other Boston radio station! Get the full Pulse report from your AM Radio Salesman.
|g) westinghouse broadcasting companv, Nc\yBZ BOSTON + WBZA S P R I N G F I E L D m
B E P R E S E N TE D liV A M R AUIu BALES ^"^
Look
at
Boston's
new
pulse
f
•NSOR • 24 OCTOBER 1960
Our Altruism
Backfired
Our stations were 100% successful in sell-
ing coverage of both political conventions in
Corinthian market.
We fielded a 14-man team— complementing
CBS's superb national coverage— to achieve lo-
cal and regional coverage, to tell an intensive
story of our respective state delegations, and to
view national events with local eyes. We did this
with our eyes open, hardly daring to hope for
extensive sponsorship, fully prepared to under-
write the expense in the interest of service. The
fact that we didn't have to is a tribute to the
enlightened local, regional and national sponsors
who saw the prestige— and commercial— value of
our local coverage.
Among the comments:
"Countless compliments attest that convention pro-
grams gave ns a prestige vehicle for primarily institu-
tional messages. We feel that other advertisers through-
out the country should watch this sort of thing carefully
and evaluate its possible future value to themselves."
—Texas National Bank (Agency: Goodwin-Dan-
nenbaum) on KHOU-TV, Houston.
Purchase of both conventions gave complete satura-
tion of our market . . . KOTV spending lot of money
and effort bringing local angle to our public. Excellent
opportunity for advertising."
—Safeway Stores (Agency: Perry Ward Asso-
ciates), co-sponsor with Conoco Gasoline (Ben-
ton & Bowles), on KOTV, Tulsa.
"Corinthian's convention coverage gave us saturation
with dominance, intense audience interest— and lots of
family audience per dollar."
— Bonsib, Inc., agency for meat packer Peter Eck-
rich & Son, on WANE-TV, Ft. Wayne.
Through KXTV's locally oriented convention cover-
ge with Shell's regular newscaster, Hank Thornley,
people of Sacramento area will continue to associate
Shell with important news presentation. This is an ideal
combination of audience service and commercial im-
pact."
-Shell Oil Co. (J. Walter Thompson, San Fran-
cisco) on KX'l'V, Sacramento.
It is heartening to prove that good public af-
fairs programming is also good business. Each
Corinthian station will continue to explore op-
portunities to bring such programming to the
attention of sponsors who recognize that service
and commercial effectiveness go hand in hand.
Responsibility in Broadcastm
• 24 OCTOBER 1W
I KOTV
Tulsa (H-R)
KHOU-TV
Houston (H-R)
KXTV
Sacramento (H-R)
WANE-TV
, Fort Wayne (H-R)
WISH-TV
1 Indianapolis (H-R)
WANE-AM
f i Fort Wayne (H-R)
WISH-AM
I Indianapolis (H-R)
work
C. William Boiling, III, assistant to the president, Boiling Co.,
New ^ oik. wishes to "salute those numerous agency and advertiser
people on whom we call who haven't lost sight of the romantic per-
suasiveness of the broadcast brothers. Too often those responsible
for buying broadcast time haven't had an opportunity to see first
hand the respect and mystical rev-
erence on the average citizen's
face when he or she visits a tv sta
tion audience. Many have nevei
fully taken into account the dy-
namic impetus a single radio n;
rative of the facts of space explo-
ration or the exciting fiction of
yesterday's heroism may have on
a plastic young mind. For radio's
every subjective word is conjured
up to each individual according to
his capacity for experience. All
that is said or implied, therefore, becomes a highly personal impres-
sion. Those who look at broadcast advertising solely as numerical
exposures to units of buying power are too caught up in the value
of the orchestra's instruments to hear the beautiful music. A lusty
bravo to those who will never try to weigh ladio and tv's special
glamor by the pound nor measure its total effect by the yard."
H. W. (Bud) Simmen, sales manager of Weed Radio Corp., New
York, feels that a station's continued success for local accounts can
serve as a valuable guide to the national advertiser. "Both the
local and national advertiser have one primary concern: Sales
results! They're also interested in reaching the same people: the
man or woman who shops at the
corner store. Many stations are do-
ing an outstanding job for local
advertisers through creative pro-
graming, salesmanship, and mer-
chandising. This same creathe ap-
proach can be readily put to work
for national advertisers. It's up to
the reps to be aware of the sta-
tion's local successes and sales
stories, and to use this information
as a basis for a more creative salt^.-
approach on the national level. A
station's pulling power may not necessarily be reflected in high ratings.
Prestige, believability, the use of imaginative production and delivery
— all play a major part. Audience composition is also important.
When properly documented and presented by the rep. this type of
station and audience data can be of real service to advertisers."
isor • 24 OCTOBER 1960
i:
urtesy Air Research 4 Dev
In this official USAF photo, the main stage of a Thor missile drops
away from the camera carried by a nose-cone, 300 miles up.
How to grab attention in four states
To strap the facts to a couple
of space-worthy capsules:
KGNC's TV signal stretches far beyond
ordinary television transmission. It
covers 539,300 people who live in 44
counties; 271 cities, towns, villages and
wide-places-in-roads. This electronic feat
is accomplished by full power on Channel
4, 12 community antenna systems, 6
translators. The core, of course, is
metropolitan Amarillo, Pop. 149,000.
Second capsule : For 38 years, KGNC-
AM has been the strongest, sellingest
radio voice between Dallas and Denver.
Consider that it's some 400 miles to
either of these cities; you'll quickly see
that we deliver a big, fertile market —
320,000 radio homes in 80 counties. (We
have only one rate card.)
These radio/TV basics demonstrate
vividly, we believe, that the Amarillo
market is far bigger than Amarillo alone.
Think about it for the schedule you're
working on now, and for the facts of the
market's buying power call Katz. You'll
be happily — profitably — surprised.
K6NC-TV and AM
NBC Radio and Television
in Amarillo, Texas
SPONSOR • 24 OCTOBER
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR -SCOPE
Pillsbury (Burnett) has thrown Chicago reps into more or less a state of confu-
sion and frustration by its current pactice of buying spot tv for Pillsbury on a
so-called formula basis.
The formula, as reputedly handed down by some one in the Pillsbury organization is
not quite clear, but it runs something like this :
• You take the NSI metro data from NCS#3 and the last series of P&G credit home
data (somewhat revised) and the end figures are divided into the number of dollars
allocated to a market.
• Standard of cost efficiency should come to around $3 per-1000-homes. (But, if it's in a
single market, and it can be justified, the allowed cost may go as high as $5.)
What disturbs the reps in bidding for the business is that they're not told what the
formula is or how far off their figures are from the decreed CPM. In other words,
they're operating in the dark; from the Burnett viewpoint, this should prove there's no
attempt at trading down a station from its original figures, as some have suspected.
Another disturbing element in the Pillsbury buyer-seller relationship: Pillsbury commer-
cials haven't been getting to the stations in time and Burnett's being billed anyhow.
Nobodv likes it and the reps are hoping things are put on a even keel soon.
General Mills will be re-examining soon its whole media structure in collabora-
tion with its several agencies.
The survey will cover not only the weight in spot as against network but relative activi-
ty in davtime vs. nighttime.
Some marketers think it took lots of courage on S. C. Johnson's part to apply its
corporate name to one of its lines: the shoe polish.
The risk — and that's perhaps why P&G and Lever and others have refrained from doing it
through the years : the product might not turn out a resounding success.
About 90% of the Johnson Shoe Polish budget is going into tv.
The reason: the marketing gimmick is an applicator; applicators have to be demon-
strated; tv is ideal for demonstrable products, especially new ones.
Note, competitors: S. C. Johnson is convinced the Johnson name inspires customer
confidence.
Virtually on the eve of starting an eight-week campaign, Bulova (McCann-
Erickson) cancelled out of radio last week.
The account was to use three-four stations in the top 25 markets at the rate of four
or five a week. It was to be the big pre-Christmas push.
As happened in the case of Pontiac recently, there was some question within the SRA
about holding Bulova to the terms of the contract, with a decision in the negative.
Probable cause: Bulova's extended as never before whatwith its Japanese watch line and
the company finds it not easy to induce dealers to build inventory for the electronic set.
Lever's top management asserts it knows what direction it wants to take with
its advertising plan for 1961. (See 17 October SPONSOR-SCOPE, page 19, for reference.)
The explanation: the company's holding back on media purchases for '61 until it's gath-
ered all the facts and the best thinking within Lever and its agencies.
• 24 OCTOBER 1960
19
SPONSOR-SCOPE continued
Stations can expect a spiral of business from the big three in the field of syn-
thctic yarn manufacturing, namely, DuPont. Chemstrand and Eastman.
The reason for their expenditures on the local level : the apparel makers who use the
yarn have got into the strategem of insisting on assurance of advertising support
at retail points.
It's also a case of the apparel-maker playing one yarn-spinner against the other; like
telling DuPont that Chemstrand or Eastman has already offered such support.
Look for ABC TV and CBS TV to make a commercial package of the Inaugural
Ceremonies, parade and ball and making it available in segments.
The cost figures are being compiled at each of the networks.
Standard Brands, which for a while looked like it was going to embrace radio
in a big way. has changed its mind: it's sticking to tv for its major spot medium.
It would have meant $3 million for the radio basket. At the most it'll probably be
around S600,000.
National-regional spot radio in 1959, according to the FCC, billed S188,143.-
000, which is 9.4% better than 1958; the SRA had estimated $176,782,000.
Local radio sales reached $359,138,000, a plus of 11.1% over '59. while the sale of
network radio time dipped to 832,659.000.
Following are the top 20 national spot radio markets for '59. as credited by the FCC:
CITY
New York
Chicago
Los Angeles
Detroit
Philadelphia
San Francisco
Boston
St. Louis
Washington, D. C.
Cleveland
TIME SALES
$26,597,178
11.976.097
8.174,782
6.196.002
5.240.245
4,834.062
4,687,096
3,791,141
3,322,733
3.124.807
CITY
Cincinnati
Pittsburgh
Mpls.-St. Paul
Buffalo
Kansas Citv. Mo.
Milwaukee
Baltimore
Houston
Hartford
Miami
TIME SALES
$2,874,872
2.700.424
2.625.052
2.209.204
2.044.554
1,998,781
1.952.264
1.932,679
1,754,084
1,745,521
(For further breakdown of 1959 radio figures see WASHINGTON WEEK, page 71.)
The increasing complexity of media — especially tv — has upped the impor-
tance measurably in agencies of the media planner's function.
His job is not only to write the plans but to sell them to the client, something
that had previously been the sole province of the account executive. The shift in the "selling '
responsibility is due to the complexity factor.
The development of this level of specialist has had a considerable effect on the reorgan-
ization of media departments. (For graphic spelling-out see page 29.)
New York buyers are watching with a certain amount of amusement the stiff
battle being waged for business among the tv networks' local flagship stations.
The agencies say that there's never been such diligent and persistent solicitation from
these sources at this particular time of the year.
The orders apparently are to dispose of the remaining I.D.'s and 20's before the new
season gets too much under way and the ratings settle into their grooves.
For other new* coverage in this issue, see Newsmaker of the Week, page 6;
Spot Buys, page 52; News and Idea Wrap-Up, page 66; Washington Week, page 71; SPONSOR
Hears, page 74; Tv and Radio Newsmakers, page 86; and Film-Scope, page 72.
SPONSOR • 24 OCTOBER I960
LONG ISLAND IS A MAJOR MARKET!
THE VOICE OF LONG ISLAND
THE GREATER
LONG ISLAND MARKET
(Nassau-Suffolk)
MORE FOOD
IS SOLD
ON
LONG ISLAND
THAN IN
PHILADELPHIA,
PEORIA AND
PENSACOLA . . .
PUT TOGETHER!
'704,995,000
WHLI
Dominates the Major Long Island Market (Nassau)
. . . Delivers MORE Daytime Audience than any
other Network or Independent Station!
(Pulse)
> 10,000 WATTS
WHLI
HEMPSTEAD
IONC ISIANO. N. Y.
49th and
Madison
Repreiented by Gill-P«rna
Commercial Commentary
I read with I obvious l consummate
interest your piece today with Dave
Stew art in the lead. I "Commercial
Commentary." SPONSOR. 10 October I .
The remarkable thing is that I sat
adjacent to the conversation at lunch
which revolved about your column.
I did not know the people.
Comments: "McMillin ought to
know most clients don't want you to
plav vourself up."
"McCann is Harper. Harper is
McCann. Nothing fuzzy about that."
"He's right. We need it badly.
But to merchandise a top guv takes
time. It's either publicity or clients.
Who I usually i wins?"
And so on. Thought you'd like to
know your column provoked much
thought and at least some conversa-
tion.
Edward W. Harbert II
vice president
Kenyon & Eckhardt Inc.
X.Y.C.
New radio clients
Have just finished reading your arti-
cle "A Publisher Looks at Radio"
1 22 August issue i for the second
time.
I think in it you have one of the
most promising slogans and sales
messages everv radio station manager
could use in 1961. That would be.
" Y\ hat new account did Ave develop
for radio this week?"
WSMN is proud to have brought
into the radio fold such wide and
varied advertisers as Trampoline
Centers, United Rent-All outlets, a
fellow who wanted to rent an apart-
ment in a hurry, an answering serv-
ice, a fellow who kills poison ivy in
your driveway, several large indus-
trial firms who don't sell a blessed
thing in our market, a local kennel,
and the list goes on.
We believe without a doubt, that
the future of our station depends a
great deal on "what new account did
we develop this week?" It might
make a good slogan for radio in
1961. and a campaign, which if con-
ducted on the right selling level foi
new business, can mean the best year
spot local radio has ever had.
D. A. Rock
general manager
WSMN
Xashua. X. H.
Radio editorials
I read with interest sponsor's article-
in the 26 September issue, i "Radi"
Editorials Gain in Power" i detailing
the scope and effectiveness of edi-
torializing by radio stations. I am
pleased that sponsor saw fit to men-
tion the KCBS editorial on the Cit'.
Hall riots, but I would like to point
out that our station is located in the
city of fog. rather than the city bi
smog, as the article would have its
readers believe.
Incidentally. KCBS aired its first
editorial on a vital community sub-
ject in October. 1958. As a result
of a recent KCBS editorial, the Sa::
Francisco Board of Supervisors 19
considering construction of a new
pier and breakwater, which KCB V
suggested was necessarv to keep th P
local fishing industry from seeking
other ports. A copy of that editorial
is attached.
Robert E. Harris
manager, adv. & sales promo.
KCBS
San Francisco. Calif.
Cheers
Just a note to express our apprecia-
tion for the fine job you did in con-
nection with the SPONSOR story on
our latest Audience Dimensions sur-
vev i "Want to Reach Younger Moth- |
ers?" sponsor. 19 September i . Apart
from the space the survey received,
the story treatment was excellent.
Robert M. Hoffman
Television Adv. Rep<.
v. y. c.
SPONSOR • 24 OCTOBER 1960
CHALLENGE: Provide a way for some 400.000 TV homes in the Nashville
area to see for themselves the weather conditions in 36 Kentucky, 3 Alabama
and a full 50 Tennessee counties.
SOLUTION: Radar, miraculous as television itself, scanning 65.000 square
miles of the Central South, to show "live" weather patterns to viewers — ex-
clusivelv from WLAC-TV.
MORAL: Buv the station that wins audiences bv meeting the challenges of
"'the times— WLAC-TV. ® of course.
TMM the "way" station
nashville
to the central south
Ask any Katz man — he'll show you the nay!
Robert M. Reuschle, General Sales Manager
T. B. Baker. Jr. Executive Yi.-e-Presi.lent an.l General Manager
STORER RROADCASTING COMPANY
33 Years of Community Service
WHEN DO YOU Kill A FORMAT
The answer is simple — never!
At least, in 33 years, no Storer Station has been able to manage it.
Public preference changes too fast and so do each community's needs. That is
why every Storer Station is locally oriented to the particular community it serves.
Only by knowing community problems from day to day have we been
able to help solve them. Only through constant check on listener and viewer
preferences have we been able to build loyal, responsive audiences
— responsive, that is, to your selling messages.
Keeping the public informed and entertained, and working for a better
community is a day-to-day, often an hour-to-hour, even minute-to-minute job.
We've never found a way to format community service. It's too big...
too fluid... too much of a responsibility to be frozen — even for one day.
Of course, increased sales is your big interest. And we're with you
in this — all the way. Call us. We'll be happy to prove it.
Radio
CLEVELAND-WJW
TOLEDO-WSPD
WHEELING-WWVA
MIAMI-WGBS
LOSANGELES-KGBS
DETROIT- WJBK
PHILADELPHIA-WIBG
Television
DETROIT-WJBK-TV
CLEVELAND-WJW-TV
MILWAUKEE-WITI-TV
ATLANTA-WAGA-TV
TOLEDO- WSPD-TV
IATIONAL SALES OFFICES:: 625 Madison Ave., N.Y. 22, PLaza 1-3940 / 230 N. Michigan Ave., Chicago 1. FRanklin 2-6498
OLD NEW ORLEANS FAVORITE
^ SPONSOR
24 OCTOBER 1960
Donahue & Coe media
re-alignment reflects
spreading new trends
MODERN media unit in action
(I to r): Stuart Kaufman, buyer;
'Gordon Vanderwarker, media
mgr; Gerry Arthur, v.p.-in-charge;
Peter Dalton, supervisor, and
with back to camera, buyer
Harry Durando. D&C has added
■middle level execs, research,
all-media buying to department
MEDIA DEPARTMENTS RE-TOOL FOR '61
To keep pace with the industry's growing complexity, agencies are
beefing up their media units; middle-level execs, committees added
I I here's a quiet revolution going on
in agency media departments.
• They're growing in size and
fepth
I • Bright, young, figure-minded
men are moving into top posts
1 ' • Media analysts are playing a
ilarger role, and research departments
ire heing integrated into media
[ • The department's authority in
network tv purchase decisions is on
the rise.
There are exceptions, of course, but
ever-growing volume and complexity
of broadcast advertising has brought
on a new look in many a media de-
partment. Some of media's added
weight is bound to come from pro-
graming departments, as a result of
the spread of spot carriers on net-
work tv. "The show is no longer the
biggest element," points out youthful
Gerry Arthur, media v.p., Donahue
& Coe. "Other factors — cost-per-
1,000, product distribution, audi-
ence profile, station lineup, etc. — are
taking over, and it's the media de-
partment that knows the scene."
Recent changes at Cunningham &
Walsh are representative of the re-
I SPONSOR • 24 OCTOBER 1960
29
tooling apparent all over the lot. C&W
had added depth by creating five
levels of planning and buying author-
ity, where formerly there were three.
The accounts are divided into four
group?, each headed by a media su-
per* isoi responsible for the actions of
his groups media buyers. Supervisors
report to one of the agency's two
group media directors, each in charge
of two account groups.
Responsible for all planning and
strategy of accounts in their baili-
wick, the group media directors are
an example of the additional, medi-
um-level executives popping up in a
large number of media departments.
At C&W they report to v.p.-associate
media director Edward T. Baczewski
and Newman F. McEvoy, senior v.p.-
director of media.
An additional new tool assisting
C&W's media department to cope
with its increasingly complex respon-
sibilities is the media services section
made up of media analysts now oper-
ating as a full-fledged unit within the
media department. They carry on a
regular program of digesting the
mountains of published material in
the field, and are available for special
assignments having to do with indi-
vidual accounts.
Donahue & Coe is another of the
agencies lately beefing up the media
department. It has added a media
manager and three supervisors to the
lineup. All accounts get a periodic
revue by the media plans board, con-
sisting of v.p. Arthur, media manager
Gordon Vanderwarker, the media su-
pervisor on the account to be ex-
amined, and the media buyer most
active with the account.
According to Arthur the D&C me-
dia department, in addition to its
day-to-day operations, maintains a
constant search for "new uses for es-
tablished media." The media research
department, recently incorporated
into media, allots a good proportion
of its time to this quest, and presents
special reports on the subject to the
department periodically.
'NEW LOOK' AT CUNNINGHAM & WALSH: ADDED
DIRECTOR OF MEDIA
NEWMAN McEVOY
Sr. Vice President
SUPERVISOR MEDIA
SERVICES
E. ACCLES
MEDIA
SUPERVISOR
H. BRAUMULLER
MEDIA
SUPERVISOR
J. DUCEY
_T
ASST.
SUPERVISOR
ESTIMATORS
SUPERVISOR
TYPISTS
30
Five levels of decision are now indicated for most media buys through C&W, where formerly there were but
full-fledged research unit newly integrated into media. Such changes are in work among many agencies |
SPONSOR • 24 OCTOBER 1960
A highly salient factor in the re-
cent re-alignment at Lennen & Newell
is withdrawal of media strategists and
planners from many of the front-
line distractions that might impede
them in their increasingly complex
job. Six "assistant media directors —
contact" were created, each doing the
planning for an account group. They
work in conjunction with their su-
pervisor (one of the two associate
media directors), and media director
Herbert Zeltner, another of the new
wave of young media leaders.
While media departments are tak-
ing on larger responsibilities in net-
work tv decisions due to the spread
of spot carriers — Donahue & Coe and
Cunningham & Walsh are cases in
point — this is no unanimous trend.
At Young & Rubicam the opposite is
noted by William E. (Pete) Matthews,
media relations v.p.-director. Though
his unit is responsible for media se-
lection, the programing department
maintains the last word on which
shows to use if network is recom-
mended and it carries out all net-
work negotiations. Time selection is
in media's bailiwick, but with spot
carriers, once you've picked the show,
the time follows automatically.
Matthews foresees an upsurge of
spot buying, however, and therefore
a heightened role for his department.
He feels the proliferation of filmed
{EXECUTIVE DEPTH, RESEARCH
. PLANNING &
STRATEGY
E GROUP MEDIA I
DIRECTOR
I. LUCINATELLI |
U— „ — _
MEDIA
5IPERVIS0R
. PALMER
MEDIA
SUPERVISOR
J. SPRAGUE
BlTER I
BUYER
BUYER
> ANALYSIS &
BUYING
ree (new posts in color). Also shown in color is media services, a
king on heightened responsibilities in an ever-more complex industry
Rapid tv decisions come out of
Benton & Bowles. Media, pro-
graming headed by v.p. Lee Rich.
shows on network tv will usher in
heavier usage of syndicated shows, on
a participation or client-purchase ba-
sis. "Syndicated shows can be just
as good as what the network offers,
now that almost everything is on
film," he asserts. "With this type of
show we can build a network, mar-
ket-by-market for the client."
For purchase of participations in
station-controlled syndicated shows,
Y&R's media department is entirely
in charge. If the client is to buy a
show, media and programing share
in decisions as to show selection, and
media handles the station placement.
At Benton & Bowles a former me-
dia man has been placed in charge
of both media and programing.
Though on the surface this would
seem indicative of media's ascendancy
at programing's expense, this is vig-
orously denied by the man with the
dual assignment, v.p. Lee Rich.
He insists that each department
maintains its autonomy and points
out that manpower is the same as
ever — 100 in the media department,
90 in programing. According to Rich,
all tv-heavy agencies would do well
to blend the departments. This way
both sides learn of the new show of-
ferings and available time periods at
the same time. Better analysis and
recommendations can be made more
rapidly and more completely he says.
Additionally, Rich considers it es-
sential for efficiency that members of
each department be familiar with the
function of the other. "In tv media
and programing are so closely re-
lated," Rich says, "that they ought
to be under one head." ^
, (ONSOR • 24 OCTOBER 1960
31
* <K$ V®
I he '"sinner? who represent a fair-
lv sizable minority of stations" have
made agencies extremely wary of
agreeing to more or longer chain-
breaks and a relaxation of product
protection.
Media directors saw "the ugly
specter of over-commercialization"
hovering over virtually all of the
seven points contained in the tv affili-
ates' "counter-attack on spot carri-
ers." which was disclosed by sponsor
last week.
A "new round" of triple spotting.
of chipping away at time paid for by
network sponsors, and of ad taste in
the positioning of local spots, was
forecast by media men last week if the
affiliates' suggestions were agreed to
in toto.
Oddly, most admen were sympa-
thetic to station efforts to offset web
tv's completion, but felt that as they
were presented they tended to give
the stations too much of a selling ad-
vantage. As a Chicago-based adman
put it. "The proposals over-correct the
imbalance that now exists in favor of
the networks."
Taking a softer line than the net-
works | whose comments appeared in
sponsor last week I . most agencies
contacted by sponsor indicated that
with one or two exceptions the sug-
gestions were not unreasonable. But
thc\ warned that without thorough
industry policing and control, the
32
WILL STATION PLAN
^ Media directors wary of proposals
to increase the number of chainbreaks,
and to lengthen them by shaving shows
^ They agree, however, on suggestions
for relieving product protection rules
and the sale of unsold network minutes
whole system of network-affiliate re-
lations in the areas of chainbreaks
and product protection could turn
into a hodge-podge.
On the matter of product protec-
tion, their official comments some-
times varied from their private re-
marks. Speaking for the agency, most
would go only so far as to say that
"the rules of product protection
should be more explicit so as to make
the station's position more flexible."
Speaking for themselves, some con-
curred in the opinion that "product
protection as we know it in tv is often
unreasonable and cannot be main-
tained much longer."
The seven points, to which the net-
works replied in last week's SPONSOR,
were proposed bv several anonymous
but influential affiliate station owners
and managers. Here are the sugges-
tions:
Point One — Provide as much no-
tice as possible of sponsorship
changes and not hold the affiliates re-
sponsible for product conflicts atten-
dant thereto short of a lapse of 28
days from the giving of such notice.
Point Two — Review the whole
problem of product protection with a
view toward restricting advertisers to
fewer products for protection pur-
poses; specifically, restrict the num-
ber of products of the parent com-
pan] that can be carried in a major-
minor program purchase. Moreover,
restrict the products carried in the
sponsored programs.
Point Three — Provide the stations
with additional minute breaks be-
tween commercial network programs
in the daytime in lieu of conventional
20-second and 10-second break posi-
tions.
Point Four — Permit in stated pol-
icy affiliates to sell daytime minute
announcements adjacent to unsold
network programs, accommodating
such by ending these programs 35
seconds early.
Point Five — Provide middle breaks
in all hour-long shows currently on
the schedule or planned for the fu
ture whose formats follow such breaks
without harming the program's con-
tent, fn the case of dramatic pro-
grams in which a station break would
be an intrusion, eliminating the mid-
dle break therein, stations to be giver
40 seconds before and after such pro-
grams to allow the stations to partial-
ly recapture the revenue lost bv the
elimination of the break position at
mid-program point.
Point Six — Work toward the sched-
uling of nighttime network programs
so as to permit affiliates to schedule
up to two 20-second announcements
between the programs.
Point Seven — Permit affiliates to
sell locally unsold minutes in net-
work shows on a two-week recaptur-
able basis.
SPONSOR • 24 OCTOBER 196fl
OVER-COMMERCIALIZE TV?
The most acceptable of the points
was the first, asking for 28 days no-
tice of sponsorship changes. Com-
posite reaction: This is the most rea-
sonable of all the suggestions. Every
effort should be exerted by the spon-
sor and network to notify affiliates of
such change even more than 28 days
in advance.
Media directors were willing to
consider the stations' side of the prod-
uct protection argument, Point Two
— calling for a review of the whole
problem. But some of the suggestions
were greeted universally by the cry
of "Unreasonable!"
Representative remarks on this pro-
posal included: "Advertisers and
agencies must have broad product
protection for their multiple-line com-
panies if these advertisers are to con-
tinue to use television in the major
way they do now. The increasing
cost of network tv, coupled with long-
term program and time contracts and
the fact that the buying season gets
earlier each year, all make network
tv a big gamble for the advertiser.
The gamble pays off often enough so
most advertisers are willing, at this
point, to continue in the medium."
Declared another media man, "We
disagree that advertisers should be
restricted to fewer products for par-
ticipation purposes. It should be
possible, however, to provide greater
flexibility to stations by supplying
schedules 60 days in advance.
"Products that a sponsor carries
on his program should not be re-
stricted if the agency gives this ad-
vance notice. Advertisers, in turn,
should in all fairness relax arbitrary
and sometimes dictatorial product
demands."
Off-the-record estimates of the fu-
ture of product protection itself re-
sembled those of the station men. A
fair example: "Most advertisers and
agencies have gotten themselves into
a vacuum-type world if they really
WHY ADMEN DON'T WANT LONGER CHAINBREAKS
Affiliates have proposed (l) additional minute breaks between com-
mercial network shows in daytime instead of conventional 20- and 10-second
breaks; affiliate selling of daytime minutes adjacent to unsold web shows; middle
breaks in all hour-long shows when such breaks do not harm program's content
-or, eliminating middle break and substituting 40 seconds before and after such
programs; two 20-second spots between nighttime shows, and the sale of unsold
minutes on a two-week recapturable basis.
Media directors answer that in view of the difficulty of clearing time
and the increasing cost of network shows, it would not be practical to lessen
the desirability of those shows by increasing the amount of commercial time on
a local basis at the expense of the network advertiser who, after all, makes
valuable adjacencies possible in the first place. Over-commercialization would, in
the long run, affect the size of the audience and hurt the advertisers, the
networks, and the stations.
SPONSOR • 24 OCTOBER 1960
think product protection on tv is
something they can maintain. After
all. there is none in magazines, and
in t\ even under the present restric-
tion-, competitive messages are
bouncing off the consumer's head
from ever] direction."
"Protection is a fable," said an-
other. ''You may have it on one net-
work. hut the viewer switches chan-
nels at will and who can say what
commercials he is seeing?
"Many agencies use the fable of
product protection," the second
spokesman continued, "as a competi-
tive clog to freeze out the competi-
tion. But everyone loses. The net-
works lose because of lock-outs. The
sponsors lose because the next time
it's they who are locked out. More
and more product protection has be-
come a competitive weapon.
"Back-to-back protection is feasible
and necessary, but the degree to
which protection has been carried is
unrealistic, and makes advertising
less efficient."
Points Three through Seven, which
call for more time during chain-
breaks, more daytime breaks, ending
daytime shows 35 seconds early, mid-
program 40-second breaks in night-
time hour shows and the sale of two
20's at night, leave agencies wary of
"the sinners."
Agency reaction to additional day-
time minute break suggestions: "You
will find that most major agencies
who have been active in the area of
trying to police the multiple spotting
problem would be very concerned
with this development.
"Although the sinners represent a
minoritv of the stations, it is a fair-
A STRONGLY-WORDED MINORITY VIEW
* spot
orer-c err. er c 1 a 1 1 ze
I rer.cie?
- r network adrertlsara
I :leot.
THE SIGNIFICANCE of this bitter attack on the affiliates' proposals is that it came from the
vice president and media director of one of the most influential New York-based agencies; one
that is among the leaders in almost every category of air media billings, both network and spot
ly sizable minority which would tend
to take advantage of the longer sta-
tion breaks, and I am afraid it could
lead to a new round of triple and
multiple spotting."
As another agency source put it,
"This might be all right if limited
(and policed) to single one-minute
commercials. But that is probably
an unrealistic desire on our part, be-
cause stations will probably do any-
thing they want with the time."
In commenting on Point Four
(adding a daytime minute adjacency
by ending programs 35 seconds
early), agencymen all point to the
truism that "advertisers and agencies
aren't so concerned Avith the amount
of commercial time — i.e. a minute in-
stead of 30 seconds — between pro-
grams, as they are w ? ith the number
of spots which are put back to back."
One answered with a resounding,
"No!" Actually, he said, this amounts
to shaving the network shows 35 sec-
onds, shows being paid for bv net-
work sponsors. "I see the ugly head
of over-commercialization popping-up
again."
Media directors were also opposed
to Point Five: that middle station
breaks be provided in more of the
hour shows. They indicated that they
would much prefer to see a complete
elimination of middle station breaks
of all hour shows, even at the cost of
increasing the chainbreak.
They noted that the way the sug-
gestion is worded, "stations to be
given 40 seconds before and after
such programs," would seem to cre-
ate an 80-second chainbreak for the
local station. This, they predicted,
would lead to "all sorts" of triple
spotting abuses.
The general response to Point Six,
permitting two 20's between night-
time shows, was, "No! This would
just encourage over-commercializa-
tion. It would be abused."
The problem, thev said, is one of
educating the advertiser to I.D.'s. be-
cause if a station starts double-spot-
ting 20's it'll soon be selling less
of these, too.
Summing up the agencies' position
on an increase in chainbreaks:
We understand the purpose behind
the suggestions and agree that many
times it is difficult to clear announce-
ments for local or regional adver-
tisers. But it is also frequently diffi-
34
SPONSOR • 24 OCTOBER 1960
ult to clear time for a network ad-
ertiser.
In view of the difficulty of clear-
ing network time, particularly dur-
ing evening hours, and the increasing
host of network shows, it would not
seem practical to lessen the desir-
ability of those shows by increasing
he amount of commercial time on a
ocal basis at the expense of the net-
work advertiser. After all, it is the
letwork advertiser who makes adja-
cencies possible in the first place.
In the long run, over-commerciali-
sation is going to adversely affect the
dze of audience delivered, which will
vork to the disadvantage of not only
he advertiser concerned, but also the
letworks and the stations.
Media men almost unanimously
called Point Seven (permit affiliates
o sell locally unsold minutes in net-
work shows on a two-week recaptur-
iible basis) "a very acceptable pro-
losal." They declared that if the lo-
•al stations would sincerely accept the
Responsibility for maintaining com-
petitive product separation and rea-
sonable standards of a good taste in
*he acceptance of local advertisers
KVho would be put in network shows,
s could work.
"But," each and every media direc-
■ added, they are concerned about
■]he minority of "irresponsible station
taanagements" who would not take
he trouble to police the competitive
ituation which could develop be-
Veen local sponsors and network
■ponsors within the framework of this
uggestion.
; One adman called for a firm prom-
*e from the stations of "common
*ense compatibility" when inserting
)cal messages into network shows,
•mother stated that the permission of
le network sponsor should be given
nly if it were clear that the network
ad some say in what kind of com-
iiercial was permitted.
| "It has always seemed to me," said
lie media director of an agency rep-
resenting one of the top tv-billing
lutomobiles. "that it could be ar-
ranged by the networks to have affili-
|tes sell locally those unsold minutes
i 1 a network show."
J "If the necessary arrangements for
dent and production compensation
'3uld be made," he said, "it seems
| >gical to have the stations use the
( Please turn to page 64)
WANT A PROMOTION JOB?
FIRST, FIND A GIMMICK
^):in Francisco was the city, KPIX
the station, and advertising sales pro-
motion manager Chris Christensen
the target for a neat little promotion
stunt pulled by a couple of bright,
ambitious amateurs a few weeks ago.
Having gone through the ritual of
setting up a job interview with Chris-
tensen to demonstrate a new tech-
nique of film promotion, the amateurs
— Colon Brown, Jr. and Sheldon Fay,
Jr., a couple of Stanford Uiversity
graduate students — devised a plan to
insure their interview would come off
as no ordinary one.
On the morning of their appoint-
I ment the two boys, equipped with car
1 and camera, followed Christensen on
i his daily trip to the studio. Result:
I From the moment he started out, till
H he parked at the studio, Christensen's
1 every move was captured on film.
Plus some. As Christensen stepped
I out of his car and sauntered toward
1 the studio entrance, an eye-catching
i brunette approached him. She smiled.
I "Would you like to kiss me?" she
1 said, mincing no words.
Not one to be noticeably caught off
jf guard, our man replied that he was as
3 red-blooded as they come, but it was
ti mighty early in the morning, and
1 what was the pitch anyway?
The young lady's pitch, she forth-
•A rightly told him, was a kiss for a
I donation to the United Crusade.
j Christensen quickly agreed to the
H terms, and the bargain was sealed.
| And might have been forgotten, if
i the same girl didn't reappear at his
H office a few hours later with the two
U young heroes of our story. Surprised
« is a poor word for the look on Chris-
B tensen's face, but it's adequate when
($ compared with his reaction to the
if five-minute film of himself the boys
produced.
It should come as no surprise to
p readers, however, that both Colon
H and Sheldon packed a wallop of an
H impression. Next time Christensen
|§ needs some outside film promotion
help, "I'll get hold of those green-
horns who taught an old hand like
me a new trick," he says. ^
'IT WORKED!' she laughs into camera. "He
fell for it hook, line, and sinker!' Which Chris-
tensen had to admit when he was treated
to a view of his morning's venture on film
(PONSOR • 24 OCTOBER 1960
HOW ACCURATE ARE RATINGS?
^ Hero are some answers for agencymen
who are trying to explain subject to the client
^ Martin Mayer's article in 'Esquire' goes
into both theory and practice of sampling
It's not easy to explain how accurate ratings really
are, though researchers consider the theory behind
sampling as proven beyond doubt. Martin Mayer,
author of "Madison Ave., U.S.A.," a respected tract
about a business not often respected, tries his hand
in a piece written for the November issue of Esquire
magazine. With the election coming up, Mayer's
article went into the subject of political polling at
length, but a considerable part of the article (re-
printed in part here) covers the general subject of
sampling and probability. Mayer avoids oversimpli-
fying a complicated subject, but sponsor editors
feel that the reader who pays close attention will
gain a greater insight into the subject — and perhaps
satisfy some of the nagging doubts. Below, the
author samples the fish without asking any questions.
^%t a meeting of radio and television broadcasters thm
years ago, the A. C. Nielsen Company gave an odd am
persuasive demonstration of the product it sells. Because
the product is market research, the company could
scarcely offer a taste or a feel or even a pitchman's sh<
Instead, Nielsen offered the assembled businessmen a
chance to prove for themselves the mathematical theory
which forms the foundation for such topics of general
discussion as political polls, television ratings, cost-of-!
living figures, unemployment statistics, does-smoking-
cause-cancer, national income estimates, and the like. Thi
theory is called "sampling."' and the demonstration, callec
"Sugar Scoop," was ingenious — worthy to represent the
proprietor of the nation's most intricate and most widely:
accepted television-rating service.
What Nielsen did was to fill a bowl with ten thousand
ball bearings. Most of the ball bearings were silver steel,
but one in ten of them was bright yellow brass. In the
bowl rested an ordinary sugar scoop, with which any
visiting businessmen who cared to try his luck ladled out
balls at random and poured them into a funnel device
which fed five clear plastic tubes, each capable of hold-
ing 100 bearings. The number of brass balls in each
"sample" of 500 was counted, and then everything was
returned to the bowl.
Over the six days of the experiment, some 511 samples
were pulled from the bowl. Some of the businessmen, as
any mathematician could have predicted, beat the game.
To be accurately representative of the "universe" —
the ten thousand ball bearings in the bowl — a sample of
500 should have contained exactly 50 brass balls. One of
the visitors found only 31 in his lot; another, remarkably
fortunate, pulled 79. Of the 511 samples, however, only
53 contained fewer than 40 or more than 60 brass ball-
In other words, it was true nine-tenths of the time that
by looking at only 500 out of 10.000 B-B shot in a bowl
you could describe within two percentage points the pro-
portions of different-colored shot in the total. . . .
An electronic calculator can demonstrate that the odds
are better than two-to-one that a random sample of 1,000
cases will give a result within 1.58 percentage points of,
the correct answer. (It makes little difference whether
the universe contains a million or a hundred mil
units.) If you consider that the figures were about three
per cent off in the 1950 Census of the United State:
when monstrous numbers of interviews went out to count
every living nose, you must agree that a "standard error"
of 1.58 percent in a sample makes a highly accepted
showing.
Except that — and here the mathematicians depart, com-
plaining loudly, from the offices of the practical pollsters
— no actual research project can claim accuracy as good
as mathematical theory predicts. For the theory assumes
a truly "random" sample, and human effort is too con-
ditioned by history to produce random results. The best
of the research firms usually do not relv on what anv in-
dividual might regard as "random." Thev seek instead
SPONSOR • 24 OCTOBER I960
MARTIN MAYER ON RATINGS AND SAMPLING
u
THE THEORY of sampling is valid simply beyond
question. The Census Bureau has proved it over
and over again, drawing samples as small as 400
from the 45,000,000-plus households of 1950, and
coming within three percentage points of the cor-
rect answer on about eighty-five out of every 100
tries.
AN ELECTRONIC calculator can demonstrate that
the odds are better than two-to-one that a random
sample of 1,000 cases will give a result within 1.58
percentage points of the correct answer. (It makes
little difference whether the universe contains a
million or a hundred million units.)
EXCEPT THAT— and here the mathematicians de-
part, complainingly loudly, from the offices of the
practical pollsters— no actual research project can
claim accuracy as good as mathematical theory
predicts. For the theory assumes a truly "ran-
dom" sample, and human effort is too conditioned
by history to produce random results.
THE WHOLE purpose of sampling is to save
money. . . . The information gathered from asking
everybody is more likely to be accurate than the
information from a sample. The defense of sam-
pling in a commercial situation is that the sample
will give information accurate enough to form a
basis for sound decisions — at a cost infinitely
lower than that of a census.
BUT EVEN after all the neutral probability tech-
niques have been employed, there remains a dis-
turbing "who's-who" aspect to any sampling op-
eration which involves people. Not everyone will
answer an interviewer's question. There are differ-
ences in intensity of feeling, vitally important to
the man who is planning to market a new product
or get himself elected president, but very difficult
to pull out reliably from questionnaire results.
TOO MANY people have a stake in the results
of both polls and ratings. Politicians have been
forced to deny that they pay attention to polls,
which is nonsense. Television network officials
whose week is made or ruined by the ratings will
tell investigators that their decisions aren't in-
fluenced by what the rating services say, which is
even worse nonsense. 11
the more exactly described "probability sample." in which
each member of the universe to be measured has an equal
chance of selection as part of the sample. But even here.
with the blank neutrality of the electronic calculator
thrown onto the scales, genuinely "random" results can-
not be achieved. "Blueprints of airplanes don't fly," savs
Warren Cordell. chief statistical officer of the A. C. Niel-
sen office, a quiet enthusiast with apple cheeks and an
Indian accent. "There are lots of perfect sample designs,
but in field surveys there are no perfect samples."
The failure to assure that all possible respondents have
an equal chance to be asked mav introduce into the re-
sults a "bias" of unknown dimensions. On the coarsest
level, for example, a man who did his political polling in
a working-class district of Boston would come up with a
prediction of a Kennedy landslide unlikely to occur na-
tionally. A service which rates the popularity of television
programs by calling telephone numbers in cities can be
accurate nationally only if farmers and other rural resi-
dents have the same viewing habits as city dwellers — an
unreasonable assumption. . . .
The whole purpose of sampling is to save monev.
Mathematicians can have some fun pointing out that the
standard error on a perfect sample of 1,000 is substan-
tially lower than the actual error of Census results, and
George Gallup can comment sarcastically on "this fatuous
notion that you must be accurate if you ask everybody."
But, of course, the information gathered from asking
everybody is more likely to be accurate than the informa-
tion from a sample. The defense of sampling in a com-
mercial situation is that the sample will give information
accurate enough to form a basis for sound decisions — at
a cost infinitely lower than that of a census. Perhaps the
first fact a researcher wants to learn from his client is
how accurate the information must be, because the cost
of the project rises drastically each time you knock a per-
centage point off the margin of error.
One way of saving money is to limit the size of the
"universe," to sample only from those groups which can
be expected to give useful answers. In checking the mar-
ket for a new gadget on a power mower, the researcher
will avoid wasting interviews on city dwellers. Nielsen
does not include in his tv-rating sample that eighth of
the population which does not own a television set. Usual-
ly the distinctions are more subtle, and the researcher pro-
ceeds by trial and error. As Alfred Politz puts it with his
great gift for analogy, the researcher is often in the posi-
tion of an artillery officer who knows that the enemy guns
are in the wooded hill across the way. but doesn't know
where. He has mapped out the enemy terrain into a thou-
sand squares, and given his guns square-by-square firing
orders to saturate the hillside. Suddenly there appears
in his camp a spy — "an unreliable spy whose information
has not been wholly trustworthy in the past." The spv
examines the officer's map, and says that the enemy's guns
are in square 196. "What do you, as the artillery officer,
SPONSOR • 24 OCTOBER 1960
do?" Politz asks. "You shoot in thai
square first. If the spy is wrong, you
have lost noting. If the spy is right.
you saved 999 shots."
The major money-saving device is
called "clustering." The modern
"probability" sample eliminates the
old bias of interviewer judgment by
sending the interviewer to a specified
house on a specified lot. or to a speci-
fied apartment in a multi-family
dwelling. Every square mile of the
United States has heen mapped, by a
municipality, a fire-insurance com-
pany, or a government agency. The
Census Bureau has mapped hundreds
of thousands of "Census Tracts."
Each dwelling unit on each map is
assigned a number, each map has a
number, and selections are made by
means of "random-number tables,"
eliminating human judgment entirely.
A straight probability sample, how-
ever, will probably permit an inter-
viewer no more than one or two col-
lections a day. He will have to spend
the rest of his time traveling several
hundred miles to get to the next house
on the list (and then return to "call
back" on the family that wasn't
home). To avoid the travel expense
and the waste of salaries, therefore,
researchers "cluster" their sample
geographically, gaining a much larger
sample for the same cost.
How much clustering should be
done is a matter of controversy
among statisticians, though there is
general agreement that it all depends
on what vou're measuring. The
greater the homogeneity in a region
or a social class, with respect to what
you are measuring, the more danger-
ous the clustering. The technical term
is "intraclass correlation," and every-
one "takes it into account." William
Hurwitz of the Census Bureau feels
that manv private organizations "ex-
aggerate the costs of travel," and thus
may pull too many responses from
I too few clusters. The Federal Re-
serve System has a hunch that the
Census Bureau may demand an un-
necessarily expensive purity of dis-
tribution in the sample. Government
I agencies, however, must always be
more cautious than private firms in
arranging their samples. The com-
mercial researcher finds a workable
answer for a single client, suited to
(Please turn to page 54)
DISCUSSING the NBC research study on behalf of Proctor-Silex are (I tc
Rambo, advertising mgr., P-S Corp.; Max Tendrich, Weiss & Geller account i
Marvin Baiman, mgr. NBC research projects & Larry Wisser, W & G senior '
.p. & creative dir.
PROCTOR'S WEB TV
DEBUT PAYS OFF
^ Research study shows success of appliance firm's
plunge last spring on six daytime shows, one special
^ Weiss & Geller blue-printed Proctor's increased use
of spot tv over seven years ; foresaw '60 as network year
■ ^roctor-Silex Corp. has taken a
plunge into daytime network tv. After
building up distribution and dealer-
ships with spot tv over the past seven
I years, the small appliance manufac-
turer initiated a six-week daytime
campaign on NBC TV last spring and
has doubled this venture for the fall.
The tv budget, all on NBC, is 80% of
; Proctor's national media advertising
■ expenditure, roughly Si million.
Proctor, and its agency, Weiss &
' Geller, have come a long way from
i the one-market spot saturation cam-
paign initiated in 1954 as Proctor's
| toe-wetting start in tv. Progressively,
| Proctor increased its spot tv advertis-
ing through 1959 ($551,000 in spot
j last year, according to TvB), pri-
j marily to secure ample distribution
and dealerships (sponsor, 11 June
1956) as well as establish product
awareness.
With this accomplished, and with
the merger of Proctor Electric with
the Silex Corp. on March 1, 1960,
the plunge into network tv was made
last spring, and the results are tre-
mendous. For one thing, Proctor sales
are 25% ahead of the first nine
months of 1959. Max Tendrich. W&< !
executive vice president and account
executive told SPONSOR. He pointed
out, however, that the industry on the
whole is not ahead in sales by this
percentage.
The network tv plunge is the re-
sult of Weiss & Geller's planned ex-
pansion of the use of tv for Proctor,
which started with the one-market
buy in 1954. When the agency took
over the account in the early '50's a
spot tv blueprint, was made, which
opened up to markets, one by one,
to the point where it became econom-
ical for Proctor to enter network tv.
With the Proctor-Silex merger came
an approximately doubled sales and
38
24 OCTOBER 1960
Btribtuion staff. Therefore, taking
Ivantage of the increased manpower,
id the market-by-market saturation
lilt up bv the spot campaign, ''we
;re ready for network tv," said
plliam Y. E. Rambo. Proctor ad
|inager.
iThe results of Proctor's initial net-
|>rk campaign are evidenced in a
pcial study made last month by
BC's research department, on behalf
Proctor-Silex. The study deals
jsicallv with audience size and direc-
|n and appeal of Proctor's spring
J60 NBC TV campaign, as well as
! advertising impact which accrued
the sponsor. NBC decided to initi-
■ the studv last spring when Proctor
ide its heavy switch from spot — a
nificant boost to daytime network
Here are some of NBC's findings:
• Proctor's spring campaign em-
ployed the unique combination of six
daytime programs, plus a nighttime
special, the Jerry Lewis Show, for a
total of 60 minutes of commercial
time over six weeks.
• During this period Proctor
reached over 27 million different
homes representing six out of every
10 tv homes. The average viewing
home tuned to over four and one half
episodes. NBC estimates that the gross
rating points for the entire six-week
campaign was 450 points. Nielsen
figures were used.
• In a typical week of the daytime
campaign, Proctor had nine minutes
of commercial time with the average
minute viewed by 4.1 million people
(2.7 million homes times 1.52 viewers
per set I . resulting in a total of 37
million impressions each week.
• The daytime campaign was most
heavily concentrated in those homes
that are the best appliance customers,
namely young housewives, higher in-
come homes and larger families. The
five-week cumulative audience was
22' i above average in the homes
with housewives 35-49 vear of age
and 12' < above average in the 16-34
group (6th week of the campaign
was a Nielsen black week). Homes
with housewives over 50 years of age
were 10% below average, however.
• The cumulative rating among
homes with five or more persons was
25% above average, while among
homes in the §5,000 a year and over
bracket the rating was 7% above the
average and 2 r r above average in the
88.000 and over group.
Here is what NBC's special study
(Please turn to page 56)
NBC STUDY SHOWS PROCTOR IMPACT OF VIDEO
"How would you rate Proctor Toasters . . .one of the best,
very good, good, fair or poor ? "
% RATING PROCTOR "ONE OF THE BEST" OR VERY GOOD"
50.7
19.4
32.8
■
25.3
20.1 1+5.2 194
+31.3
Before After
TOTAL
Before After
NON-VIEWERS
Before After
HEAVY VIEWERS
Typical chart in NBC's study on the effect of Proctor's spring NBC TV campaign. "Before" and "after"
refer to random calls made prior to and after the campaign. Heavy viewers saw at least 10 of Proctor's
possible 60 daytime quarter hours or five segments and the 'Jerry Lewis' special. Non-viewers saw none
NSOR • 24 OCTOBER 1960
IF YOU ARE GOING
TO USE TV ABROAD
^ Here are answers to a dozen questions asked by
U. S. advertisers and agencies entering overseas tv
^ What you should know about U. S. foreign branches,
program buying, commercials, stations, and restrictions
43 U.
FILM
Country
S. ADVERTISERS WHO USE
SHOWS IN LATIN AMERICA
Advertisers
All L. A.
Goodyear Tire
Argentina
Compania Toddy, Max Factor
Brazil
Shell Oil
Costa Rica
Cliquot Club, General Tire, Admiral, Motorola,
Westinghouse, Gibson Kitchens, GE, Wurlitzer,
Philco, RCA, Scott's Emulsion, Numar margarine
Cuba
Bristol-Myers
Honduras
TAN Airlines, Sherwin-Williams
Mexico
Orange Crush, American Airlines, Bristol-Myers,
Procter & Gamble, Corn Products Co., Kimberly-
Clark, Warner-Lambert
Puerto Rico Esso Standard Oil, Shell Oil, Nestle, Nabisco,
Fresh Milk Coop., Corona beer, P&G, GE, Chase
Manhattan Bank, Kellogg, Borden, General Mo-
tors, Crosley, Ford, Hazel Bishop, Bristol-Myers,
Westinghouse
Ven ez twin
Borden, General Motors, Richard Hudnut, Lucky
Strike, Sears Roebuck, Standard Brands, Corning
Glass, Bristol-Myers, Chesterfield
*sourck: ITP
I he rise of overseas operations .
American companies has posed n^
problems and neiv opportunities I
advertising abroad. To introduce a
vertising managers to overseas tv ai
to discuss some typical tv problen
of U. S. companies with forei^
branches, sponsor presents this int^
view with Edward J. Stern, found
and president of International Telet
sion Programs \1TP\ — a compat
for seven years the international <L
tributor of Ziv-UA tv films.
What percentage of program ordi
from overseas advertisers are plaa
through the parent company or
agency in the V. S.?
The percentage of orders placed Y
overseas branches through their d
fices or agencies in the U. S. is J
than 1%. But important screenin
do take place in this country
L . S. advertisers and agencies, wt
in turn suggest and recommend pai
ticular types of shows or specific d
ries to their overseas branches ar
agencies. This is an important fa
tor, but few sales are actuallv c
summated in this country.
Are overseas orders for V. S. tv f
usually placed by the local agency
by the advertiser's local office?
Local factors varying within ea(
country determine this question.
Venezuela, for example, the majori
of shows are bought by advertisir
agencies for clients. But in Japs
and Australia it is mandatory th<
the stations purchase the shows. E
cept in those commercial marki
where the law requires selling
rectly to stations, usually both A
agency's recommendation and the cl
ent s approval are necessary beloi
tv film programs are bought.
What degree of influence or rnnir
is exercised from the U. S. by clien
or agencies?
This varies a great deal from coo
pany to company. Most forei
branches operate more or less aut<
omously but are, of course, ready
listen to their parent company's r
ommendations.
What about commercials, wht
they're prepared, their length, a
whether they are film or live?
Commercials are generally made i:
the country where they're usedj|
(Please turn to page 60)
SPONSOR • 24 OCTOBER I960
s/h
TV BASICS/NOVEMBER
This month's speciality— specials
Network television's second month of the season
•eveals a total of 28 specials for the three networks
he four weeks ending 20 Novem-
ber — sponsor's comparagraph period
S— sets a new record for network spe-
ials scheduled within one month's
ime. Last year, during the same
leriod, sponsor's Tv Basics showed a
,otal of 20 shows as compared to the
urrently scheduled 28 shows. Both
periods include a two-part series and
twice-a-month specials such as Hall
of Fame.
Responsible for at least part of the
increase is the presidential election,
creating six specials including all
three networks' election returns cov-
erage.
Although many familiar specials
are once again being aired, the new
season reveals an overwhelming num-
ber of brand new shows featuring
last year's weekly tv talent. Among
these experimental shows are the
Danny Thomas special and last
month's Phil Silvers special. John
Wayne, a popular film personality,
and seldom available to the tv medi-
um has a November show.
The 1960 vs. 1959 cost increases
are: Bell Telephone Hour, $285,000
vs. $275,000; Du Pont Show of the
Month, $300,000 vs. $275,000 Hall of
Fame, $275,000 vs. $250,000. ^
1. THIS MONTH
IN NETWORK TV
SPECIALS SCHEDULED DURING FOUR WEEKS ENDING 20 NOVEMBER
PROGRAM (NETWORK) COST SPONSOR, AGENCY, DATE
Bell & Howell Close-Up (A)
$30,000
Bell & Howell, McCann, 11/3
Bell Telephone Hour (IS)
285,000
AT&T, Ayer, 10/28, 11/11
John Brown's Raid (IS)
125,000
Purex, Weiss, 10/25
Campaign Roundup (A)
10/29, 11/6
Date With Debbie (A)
275,000
Revlon, Grey, 10/27
Doiv Hour-Great Mysteries (IS)
110,000
Dow, MacManus, 11/15
Dupont Shoiv of the Month (C)
300,000
Dupont, BBDO, 11/16
Elections (IS)
*
11/8
Election Coverage (A)
*
11/8
Election Returns (C)
*
Westinghouse, Ketchum, 11/8
Family Classics l&ll (C)
265,000
Breck, McClinton, 10/28, 10/29
Dave Garroway (IS)
250,000
Elgin, 11/18
Elec. Auto-lite, Grant, 11/8
American Luggage, J. C. David, 11/8
Berkshire Hosiery, 0, B&M, 11/8
Hallmark Hall of Fame (IS)
275,000
Hallmark, FC&B, 10/24, 11/20
Bobe Hope Buick Show (IS)
320,000
Buick, McCann, 11/16
Dean Martin (IS)
250,000
Speidel, NC&C, 11/1
Omnibus (IS)
120,000
Aluminum, JWT, 11/13
Rep. Pres. Cand. Speech (A)
Republican National Committee, 11/7
The Right Man (C)
225.000
Traveler's Insurance, Y&R, 10/24
Story of a Family (IS)
125,000
Ocean Spray, BBDO, 11/14
Danny Thomas Special (C)
275,000
General Motors, 10/30
Tomorrow (C)
150,000
American Machine Foundry, C&W, 10/26
J VIS Anniversary Concert (A)
10/24
John Wayne Shoiv (A)
275,000
Pontiac, MacManus, 11/14
Wonderland on Ice (IS)
200,000
Top Value Enterprises, C-M, 11/17
•Part of a package which includes conventions, speeches, etc.
24 OCTOBER 1960
NIGHTTIME
CO
P A
SUNDAY
CBS NBC
MONDAY
ABC CBS NBC
TUESDAY
ABC CBS NBC
Meet The Pres
Manhattan ShlrU
(Daniel ft Char.:
lohn Daly News
Walt Disney
G. Mills (DFS)
Ludens (Mathesl
Derby (McC-E)
llo (JWT)
$94,001
P- jientia!
<R-McC)
F $35,000
People Are
Squibbs (Dona-
hue ft Coe)
No net service
Tfim CA-W)
'Mathesl Dow
Lassie
Campbell Soup
(RFtDO)
Shirley Temple
(7-8)
RCA (JWT)
B-Nut Lire
Savers (TftR)
News
'repeat fe«*1>
Story-Family
D Edwards
■repeal feed.
ST.',.. O T*Rl
Brillo (JWT)
Noxema (SSCB)
Cheyenne
(7:30-8:30)
Ralston (Gard.
Peter Paul (DFS)
Brts-My (i
Union Car. (Esty)
To Tell The
Truth:
(9/26 S)
Helene Curtis
>cF 118.000
(C. Mith.)
DPMI BSDO
Block (SSCB)
JL David
Bugs Bunny
G TOs. BftB
Golgate (Bates)
(7:30-8.30)
□data Hl-;i
B&W 'KMftJ)
ta Madi
National
Velvet
I Resall (BBDO]
Gen Mills
(BBDO)
Riverboat
R. Digest (JWT)
P&G (BftB
War-Dam (Bates)
Phn BftB
Father Knows
Best
B-Myrs TAR
Cellogg (Burnett:
Election
Returns #
Glass (BBDO);
Tab Hunter
P. Lorillard
[Lftlll West-
Surside 6
(8:30-9:30)
Bn ft Wmsn
(Bates)
$39,000 11a HM
Bringing Up
Buddy
Scott (JWT)
lc-F $35.00
The Right Man
Wyatt Earp
Gen Mills (DFSi
alt PAG
$40,000
':-. Monk
(Burnett)
5e-F $37,000
Alfred
Hitchcock
w id nre
Elections
The Rebel
rnion Carbide
(Esty)
C. E. Theatre
(BRT>Ol
Or F $51. (
Surside 6
Cluett Peabody
UM
Whitehall
Tom Ewell
'i-sitr Ol:;
Pi-G BAB
I .-: BBDfl
(!My-F $85.
Sute Farm
fXL&B)
•-L $80,500
Adv. In Paradise
(9:30-10:30)
DuPont (BBDO)
A-F $110,000
John Wayne
Spike jone:
Show
Gc-> Foods
(BftB)
Mj-L $47,500
Singer (T&R)
My-F $37.00fl|Gen
Hall of Fame
Stagecoach
West
F3s .'OBM>
Thriller
Candid Carner.
ver (JWT)
lstol-Myers
(TftR)
AuP-L $34,001
Loretta Young
lit Warner Lan
(Lam ft Feasleyl
Dr-L $49,50(
Adv. In Paradise
LAM rMcC-E)
J. B. Williams
Whitehall (Bates)
Peabody (L&N)
Hennesey
rlltard LftB
rt~ ya-r
Amer. Gas Co.
Carry Moore
Show
(10-11)
-■-..::_ Ayeri
3. C- Johnson
(NLftB)
Polaroid (DDB)
$115.0
NBC Specials
I Walter Winche v
Show
Hazel Bishop
(Bay. Spector)
Peter Cunn
Bristol-Myers
(DCSS). R J
Reynolds (Esty)
My-F $39.00
Presidential
Countdown
(8/12- 10/81)
Wwtingbouse
(Eetcbum-MaeL)
Jackpot
Bowling
Bayuk (Werm
(McC-E)
Sp-F $3T.00(
No Net Service
• Special*.
ttCost is per segment,
ins or co-op programs,
talent and prod — '~
Prices do i
Costs refer
They are gross
ot include sustaining, participat-
to average show costs including
include 15% agency commission).
They do not include
26 Sept. -23 Oct. Program ty
(Au) Audience Participate
: or time charses. This chart c:
are indicated as fo"
42
24 OCTOBER 196-3
G
R
A
P
H
24 OCT. -
20 NOV.
IIESDAY
t NBC
THURSDAY
ABC CBS NBC
FRIDAY
ABC CBS NBC
SATURDAY
ABC CBS NBC
ohn Daly News
ohn Daly News
ai
] S)
1 S)
». tt
Campaign
Roundup
(10/1; 7.30-8)
(10/8; 8-8:30)
(10/15; 7-7:30)
rexaco (C&W)
I-L $6.5O0tt
Wonderland
(7:30-3:30) •
D Edwards
PhlUp Morris ]
(Burnett)
alt Schlitz
(JWT)
<-L $9,500tt
D Edwards
Parliament
(B&B)
(Bate!)
N-L $9.500tt
Texaco (C&W)
•-L $6.500tt
Texaco (C&W)
f-L $6.500tt
t e
1
No net service
No net service
No net service
Campaign
Roundup
(7:00-7:30)
News
(repeat feed)
D Edwards
Philip Morris
(repeat feed)
(repeat feed)
D Edwards
Parliament
Texaco
I Is
I
3)
00
Wagon Train
(7:30-8:30)
Ford (JWT)
V-F S88.00C
Cuestward Ho!
Balston (GB&B.
Gardner)
7-Up (JWT)
5c-F $38,000
The Witness
(7:30-8:30;
R. J. Reynolds ]
(Esty)
(McCann)
)r-F $78,000
The Outlaws
Gold Seal
. & Wmsn, Du-
pont (BBDO) ;
Ford (JWT)
I. Dvd (Weiss)
V-F $83,000
Matty's Funday
Mattel
Sc-F $10,000
Rawhide
(7:30-8:SO)
Parliament
(B&B)
G. Fds ( )
Dracket ( )
W-F $80,000
Dan Raven
(7:30-8:30)
Brn. & Wmsn.
KM&J); B-Nut
Ate Sav. (T&R)
Dow (MJ&A)
*restone(Mathes)
ly-F $79,000
The Roaring 20's
(10/15 S;
7:30-8:30)
Dupont (BBDO)
Anahist (Bates)
Ritchie (K&E)
My-F $83,000
Perry Mason
(7:30-8:30)
Colgate (Bate*)
Parliament
(B&B)
My-F $80,000
Bonanza
(7:30-8:30)
im. Tob. (BBDO)
RCA (JWT)
W-F $78,000
-
Wason Train
B. J. Reynolds
(Esty)
Nafl Blse.
(Mc-E)
Donna Reed
Campbell
(BBDO)
alt
Johnson & J
(T&R)
3c-F $40,000
1
The Witness
Esq. (MW&S)
(B&B)
The Outlaws
S-Nut Life Savers
T&R) ;War-Lam
(L&F); Colgate
(Bates) ; Stude.
(BBDO) ; Pan
(Camp.-Mith.)
Harrigan & Son
(10/7 S)
Reynolds (Frank)
CC-F $39,000
Nabisco (Me-E)
Family Classics
1 •
(10/28. 7:30-
8:30
Dan Raven
Mentholatum
(JWT)
Studebaker
(D'Arcy)
I. Dvd (Weiss)
Smnz (DFS)
The Roaring
20's
Derby (Mc-E)
Am. Chicle
(Bates)
Brlngtn Mills
(Don. & Coe)
Perry Mason
Sterling (DFSi
Dracket (T&R)
Moores
Family Classics
II
(10/29. 7:30-
8:30)
Bonanza
i
00
Price Is Right
Lever (OBM)
alt Speldel
(NC&K)
i-L $22,500
The Real
McCoys
P&Q (Comptoo)
3c-F $41,000
Zane Crey
Theatre
NLB) P. Loril-
lard (L&N)
V-F $45,000 '
Sat Masterson
(9/29 S)
Sealtest (Ayer)
Hills Bros.
(Ayer)
r-F $39,000
Flintstones
Miles (Wade)
alt
R. J. Reynold!
(Eaty)
:C-F 544,000
Route 66
(10/7 S)
Chevrolet (C-E)
Philip Morris
(Burnett)
A-F $85,000
The Lone
Westerner
Car.-Lam.(L&F)
l-Nul Life savers
(T&R)
I. Dvd (Weiss)
Smnz (DFS)
r-F $36,000
Leave It To
Beaver
ftalston (Gardner,
GB&B)
GE (Grey)
Sc-F $30,000
Checkmate
(8:30-9:30)
alt. K. Clark
(Bales)
Lever (K&E)
My-F $80,000
Tall Man
R. J. Reynolds
(Esty) ; B-Nut
Life Savers (T&R)
W-F $36,000
Perry Como
Kraft (JWT)
-L $125,000
Bob Hope
(9-10) «
My Three Sons
Chevrolet (C-E)
3c-F $49,500
Angel '
S. C. Johnson
(B&B) Gen.
Foods (B&B)
C-F $43,000 (
achelor Father
Whitehall
(Bates)
alt Am Too
(Gumblnner)
c-F $38,000
7 Sunset Strip
(9-19)
Am. Chicle
(Bates)
Uy-F $85,000
Route 66
Sell Telephone
T&TINW Ayer)
-L $175,000
Lawrence Welk
(9-10)
Dodge (Grant)
J. B. Williams
(Parkson)
Hu-L $45,000
Checkmate
Klmberly Clark
(FCB)
I*ver alt. B&W
The Deputy
alt Gen Cigar
(T&R)
'olariod (DD&B)
Gen. Cig. (T&B)
Polaroid ( )
W-F $39,000
1
Perry Como
Untouchables
(9:30-10:30)
Armour (FCB)
L&M (Me-E)
Uy-F $90,000
Date-Debbie
(9:30-10:30) £
Ann Sothern .
S. C. Johnson
(B&B) Gen.
Foods (B&B)
c-F $41,000
ennessee Ernie
Ford Show
Fortd (JWT)
-L $45,000
11 Sunset Strip
H. Ritchie
R. J. Reynold!
(Eity)
Whitehall
(Bates)
Mr. Carlund
Plymouth (Ayer)
L&M (DFS)
A-F $37,000
Sell Telephone
Lawrence Welk
Have Gun, Will
Whitehall
(Bates)
M Lever (JWT)
V-F $40,000
Project 20
(9:30-10:30)
The Nation's
(11/12 S)
n
eter Loves Mary
P&G (B&B)
*-F $38,000
Untouchables
Ritchie (K&E)
Vhltehall (Bates)
(Esty)
Person to
(9/29 S)
olarold (DDB) I
TJ. Carbide
.an. Pis (R&R) -
uP-L
Croucho
orlllard (L&N)
Tonl (North)
uP-L $30,000
Robert Taylor
in The
Detectives
P&G
(B&B)
My-F $45,000
Twilight Zone
3en Food (T&B)
Kimberly-Clark
(FCB)
A-F $36,000
Michael Shane
(10-11)
Oldsmobile
[Brother) Pitt.
Glass (BBDO)
lupont (BBDO)
ly-F $78,000
Fight of the
Week ,
Miles (Wade)
3p-L $45,000
Cunsmoke
&M (DFS) alt
(T&R)
V-F $42,000
Project 20
a
1o net service
Ernie Kovacs'
Take A Good
Look
:onsolidtd Cigar
Bell & Howell
11/3, 10-10:30)
•
June Allyson
(9/29 S)
)upont (BBDO)
)r-L $44,000
lo Net Service
Law & Mr.
Jones (10/7 S)
P&G (B&B)
A-F $41,000
Eyewitness to
History
(9/30 S)
Firestone
(C-E)
P.A $25,000
Michael Shane
-Nut Life Savers
(T&R)
TBA
No net service
Man From
Sterling (DFS)
i-F $25,000
ia, (F) Film, (I) Interview, (J) Juvenile, (L) Live, (M) Misc. L preceding date means last date on air. S followin
■ Music, (My) Mystery. (X) News. (Q) Quiz-Panel, (Sc) Situation date for new show or sponsor in time slot. tPric
ay. (Sp) Sports, (V) Variety, (W) Western. tNo charge for repeats. many nighttime shows which were omitted last mor
-VSOR • 24 OCTOBER 1960
g date means s
3 not availale.
th are now in
arting
Note :
ludei.
43
i*
market on the move"
rowing GROWING GROWING!
dustry . . . culture . . . population. All are making fabulous strides in the dynamic
impa Bay area!
eliminary 1960 census figures of 1,439,165 for the 21 counties covered by WTVT make
is "market on the move" a better-than-ever buy for your media dollar!
The station on the move . . . WTVT
th top CBS and local programs, makes TV's most modern facilities available to adver-
ers . . . studio and mobile Videotape units . . . radar weather . . . plus three studios and
\. cameras. WTVT . . . first in every way in Tampa -St. Petersburg, Market on the Move!
t'ONSOR • 24 OCTOBER 1960
->-zzzi<
r DAYTIME
c o
P A
SUNDAY
ABC CBS NBC
MONDAY
ABC CBS NBC
TUESDAY
ABC CBS NBC
Lamp Unto M
Foot
December Brid
Dough Re Mi
sust alt.
Sterling
(10/10 S)
)ecember Bride
Dough Re Ml
Proctor-Silex
alt sust
Look Up & Liv
Video Village
Play Your
alt Whitehall
Video Village
Rem. Rand alt.
Play-Hunch
Sterlirur alt
Colgate
UN in Action
Morning Court
Lvr. G. Mis, Olc
Lndn. Nxma, J.
B. WIms. Carter
Block, Jhsn,
1 Love Lucy
Price It Right
Sterling -
alt Whitehall
Morning Court
WIms, Nab. G.
ins, P. Paul.
Cartr, Lan. Plus,
Dow, S.C. John-
1 Love Lucy
sust alt. Lever
Price Is Right
sust alt. B-Nut
alt sust Toni
Dow,'
Old La
Melmat
Camera Three
Love That Bob
Dow, Ponds,
Miles, J&J, Estr
Mlmal, G. Fds,
G. Ms, Staley.
Clear Horizon
Concentration
Mennen alt Level
Love That Bob
Dow. Ponds, S.C.
Johnson, Miles,
Pan Am. Cmpbl,
Melmac, Welch,
Clear Horizon
Vick alt. sust
Concentration
Frlfldalre
A. Culver
Leeming
O. Lr.ii
Hartz
Mis, Q|
Matty's Fund;
Funnies
Mattel
t
The Texan
Dow, G. Mis.
Nab, Brdn, Bn
&mi. M. Md, Es
thr, Rnlds, Lan.
Love of Life
Amer Home Pro
Truth or
Consequences
Miles
P*Q
The Texan
Ponds, Lan. Pis,
J&J, Lvr, Dow,
M. Md, G. Mis,
Cmpbl
Love of Life
sust alt. Quaker
(wkly)
Truth or
Consequences
Nabisco B-Nut
Culver alt suit
The
Lvr, J&j
Pond
Dow. .
Fds, Bai
Rocky &
Friends
Son. Mills, Ame
Chicle. Peter Pai
i
Queen-Day
Hartz, Ex-Lax,
J&J, Staley, Bor-
den, Lever, Pan
Am, Dow, Cmpbl,
Search for
Tomorrow
P&G
It Could Be Vou
Culver alt «ust
P&G alt
Mentholatum
(10/3 S)
Queen-Day
Hartz, Ponds,
Min. -Maid,
Armr, Brdns,
Adolphs, Brillo
Search For
Tomorrow
PAO
It Could Be You
Miles alt sust
Pond?,
P. Pat
Cpmbl
Guiding Light
p*o
Guiding Light
P*G
P&G alt sust
TBA
11/13 S
About Faces
Ponds, Dow
Whitehall Brdn.
Min. Md. Cpmbl
Newt
(1-1:05)
No net service
About Faces
Ponds. Jhnsn,
Adolphs, Btr
Visn, Esthr,
Cmpbl, Brdn.
News
(1-1:05)
No net service
No net service
About
Visn, i
No net service
College News
Pro-Football
(Partic.) (1:45-
World Turn*
P&G
alt
H. Curtis
Ne net service
World Turns
P&G
No net service
Frontiers of
Faith
Sterling alt
Quaker
Championship
No. Araer. Van
Lines. Shwadyei
Pro-Football
Pro-Football
Natl. Brewing.
% regional;
Genessee, % reg
Day IrTCeurt
Ponds, Sterling,
S. C. Johnson.
Reynolds, Miles
Brillo. Campbell
Full Circle
Jan Murray
Show
■nit
Day In Court
J&J, L. Esther,
S.C. John, B-Nut,
O. London Dow,
String, Cmpbl,
Full Circle
Jan Murray
Show
Day In
Si-Lax.
Welch,.
sust
Amer. 'Footbal
Gen. Cigar,
Colgate, Schlcl
Pro-Football
Road To Realit)
Ponds, Sterling,
S. C. Johnson
Nxma, Pan Am
Art Linklettei
WIms, Lvr,
WIms, Van Cam
Loretta Young
Smnz alt. B-Nut
FToad to Reality
Ponds, Dow,
Whtehall, Nab.
Jhnsn, Cmpbl
Art Linkletter
J. B. Williams
Kellogg
Loretta Young
Gold Seal alt
Tonl
Road to
j&j. rx
ter, Boi
Pan Am,
Lan
P&G
Amer. 1-ootDal
Piels, Renault
Sinclair. Pabs
Campaign
(11/6, 2:30-3) <
1
Pro-Football
Welsch.' Btr Visn,
Wilms, Dow,
Millionaire
Malone
alt Gold Seal
P&G
Beat The Clock
J&J, Nxzma,
Mystic tape,
WIms, Brdns,
Millionaire
sust alt. Vick
5eott alt. Quaker
Young Dr.
Malone
alt. P&G
Sterling alt P&G
Beat Ti
J&J. I
Staley, Bi,
8. C. J
Amer. Footbal
Pro-Football
Who Vou Trust?
Lvr, Armr, S.C.
Jhnsn, L. Esthr,
Pnds. wims, Mel-
Verdict Is Your
Amer Home
alt sust
Roots
Who You Trust?
Ex-Lax, Ponds
Whitehall. Coty
Dow-Corning
Welch
Verdict Is Yours
Scott
From These
Roots
Who Ym
Lax, ),.'
sust
nolds,
Amer. Footbal
Pro Football
American
Bandstand
Gen. Mills. Level
Western Tablet
Brighter Day
Make Room For
Daddy
American
Bandstand
Welch. Lever.
Gen. Mills
Brighter Day
Secret Storm
Quaker
Make Room For
Daddy
PIbG
Amer. ;
B-Nut,
Secret Storm
Amer Home Pro
Amer. Footbal
Amer. Band.
UN Anniver-
sary Concert
(4:20-5:30) #
Edge of Night
P&O
H. Curtis alt
Hollywood
Amer. Band.
Tonl, Hollywood
Candy, Northam
War.
Edge af Night
P&G
Sterling
It R. T. French
Here's
Hollywood
sust whtehl alt.
ColF
Amer.
Hollywood
Vick Co
Matty's Funda
Mattel
Amateur Houi
Williams
Celebrity Coif
Kemper (alt.)
Omnibus
(5-6) f>
American
Bandstand
eo-ep
American
Bandstand
•o-oo
BarX
■ Kocky lr
Friends
Chicle, P. Pau
(TBA 11/20,
College Bowl
(10/2 S)
GE
Ihet Huntley
Reporting
Amer. Photo.
Copy Equip.,
Kemper Ins. Co.
Captain Gallant
Geo. Mills
Rin Tin Tin
Gen Mills
Lone Ra
g*v. v
imer. Hoa
Crar er 1
HOW TO USE SPONSOR'S
NETWORK TELEVISION
COMPARAGRAPH
The network schedule on this and preceding pages (42, 43)
includes regularly scheduled programing from 24 Oct.-
20 Nov., inclusive (with possible exception of changes
made by the networks after presstime). Irregularly sched-
a
G
R
A
P
H
24 OCT.
-20
NOV
f
Rnesday
NBC
THURSDAY
ABC CBS NBC
FRIDAY
ABC CBS NBC
SATURDAY
ABC CBS NBC
f Bride
Dough Re Mi
December Bride
Dough Re Mi
Gold Seal
Nabisco alt.
String
December Bride
Kodak alt sust
Dough Re Mi
B-Nut alt.
}. Mis (L 11/7)
ust alt Leeming
Captain
Kangaroo
Shari Lewis
Natl. Biscuit
"alt
sust alt. Block
sust alt. Vick
sust alt. Borax
lage
•
Play-Hunch
G. Mills
Video Village
Play Your
Video Village
Play-Hunch
sust alt.
Mills
(ing Leonard &
Short Subjects
Gen. Mills
Miles alt
sust
ucy
_
Price Is Right
Frlgidalre
kit Sterling
Heinz alt Culver
Morning Court
Dow, S.C. Jhnsn,
J&J, Ex-Lax,
Bon Ami, Wlms,
Armr, Block, Pan
1 Love Lucy
U. S. Steel alt
Price Is Right
alt Lever
Miles, Leeming
Morning Court
Johnson, Ponds,
r&J, Mrs. Filbrt.
3rdn, Levr. Groc!
1 Love Lucy
Best Fds alt
Price Is Right
Culver alt.
G. Mis
Kellogg Magic
Land of
Allakazam
Miles alt. Gen.
Gerber alt
r
Concentration
Miles alt Gen.
Mills (9/28 S)
Nablico alt
Proctor- Silex
Love That Bob
Dow, Ponds,
Jhnsn, Miles,
Corn, P. Paul,
Clear Horizon
Concentration
G. Mills
alt Lever
Heinz alt
Whltoh.ll
Love That Bob
Jhnsn, Pnds, Es
thr, Ex-Lax, Lvr,
Ban, String, Nab,
Mystic, G. Fds,
Clear Horizon
R. Rand alt.
Concentration
Miles alt Lever
Simonize
Lever alt
Mighty Mouse
Nestle alt. sust
Lone Rdnger
Gen. Mills.
sust alt. Borax
Colgate alt.
Nestle
Ufa
"Prod
Truth or
Consequences
Heinz
P&G (10/5 S)
The Texan
Ponds, Cracker
Jack. Mrs. Fil-
bert. G. Mis,
Armr, Adolphs,
Love of Ufe
Amer Home
Truth or
Consequences
Hartz alt sust
P&G
The Texan
Ponds, Maxwell
House, Adolphs,
Cmpbl, Nxzma,
Dow
Love of Life
Borax alt. Nab.
Best Foods alt
R. T. French
Truth or
Consequences
Frig, alt sust
Sky King
Nabisco
My True Story
Sterling Drug
P&G alt
r
Could Be You
Whitehall alt
Leeming White-
hall
Heinz alt G.
Queen-Day
Sterling, Armr,
fin. Maid, Pnds,
Jhnsn, Wlms.
Melmac, Brdns,
Search for
Tomorrow
p&o
It Could Be
Mile, alt
Nabisco
PAO
Queen-Day
Coty, Carter,
J&J, Down,
Corning
Search for
Tomorrow
P&G
Cuiding Light
Could Be You
Frtgidilre
alt sust
P&G
Saturday News
Selective Diary
Sterling Drug
Wit
Guiding Light
PAO
^kT
No net service
About Faces
Dow. Ponds
8. C. Johnson
Brillo, P. Paul,
Ex-Lax, Mystic,
News
(1-1:05) sust
No net service
About Faces
Wlms.Brdn, '
Ponds, Sterling
News
(1-1:05)
No net service
College Football
Kickoff
Union Carbide
Wlllard Storage
Battery
Mr. Wizard
No net service
No net service
,rn,
-
ng
No net service
As the World
Turns
P&G
PllUbury
No net service
World Turns
Best Foods
Carnation alt
R. T. French
No net service
:le
Jan Murray
Show
ust alt. M Dvd
(11/12 S)
Day In Court
Gen. Pds., Lever
J&J. Coty Dow,
Sterling, Johnson
Full Circle
Jan Murray
Show
Nab alt. sust
P. Silex alt.
Block
Day In Court
Lever, Armr,
Ponds, Dow,
Wlms, Ex-Lax.
Johnson
Full Circle
Jan Murray
Show
Whtehl alt. sust
MBA Basketball
Sponsors TBA
rttar
Loretta Young
Chemstrand
Road to Reality
Lever, J&J, S.C
Johnson, Dow,
Cmpbl. Grocery,
Nab. Pan Am,
Art Linkletter
Lever alt Dracketl
Pillibury
Loretta Young
P&G alt G. Mis
(L 11/17)
Road to Reality
J&J, John. Dow
Nab, Pan Am,
Brillo. Cmpbl,
Blook
Art Linkletter
Bauer & Black
alt Armstrong
Loretta Young
alt G. Mills
NCAA Football
Gillette, Humble
Oil. L&M
Competition Mtrs.
Knox Gelatin
Heinz alt P&G
P&G alt G. Mills
r.
Young
Dr. Ma lone
Plough. G. Mills
Beat The Clock
L. Esthr, Knapr
Monarch, J&J,
Welch, Reynolds,
Cmpbl, Jhnsn,
Millionaire
Drackett alt sust
Dr. Malone
Milei alt Culver
P&G alt G. JOs
Beat The Clock
Lever, dow, Rey-
nolds, Brdn,
Wlms. Nab, Mel-
Millionaire
Quaker alt. sust
Dr. Malone
Mennen alt.
Sterling alt Nab
NCAA Football
Heinz, Plough
Gerber alt. Nab.
fours
■It
From These
Roots
Who You Trust-
Ponds, Lever.
Cmpbl, Nab,
Wlms, Melmac
Verdict Is Youn
Sterling alt Lev«
From These
Roots
Simnz alt. Hein2
Purex
Who You Trust
Reynolds, Staley
Cmpbl, Johnson,
Cmpbl, White-
hall, Ponds. Oil
Verdict Is Your;
atl. Vick
From These
Roots
sust alt. Plough
Gold Seal alt.
NCAA Footbal
i Prod
Make Room For
Daddy
Heinz (10/5 S)
Amer. Band.
Lever, Gen Mis
B.-Nut. Welch
Brighter Day
Drackett
Make Room For
Daddy
Amer. Band.
Mills. Lever.
Tonl, Posltan
Brighter Day
Best Foods Level
Make Room For
Daddy
Proctor- Silex
G. Ms.
(L 11/18)
Secret Storm
A mar Home Pror
wood Candy
Secret Storm
G. Mis sust alt.
ight
Here's
Hollywood
Culver alt. Ton!
Ame. Band.
Northam-War-
ren,, Tonl. Posi
Edge of Night
P&G
Pillibury
Here's
Hollywood
B-Nut alt.
G. Mis
Amer. Band.
ern Tablet
Edge of Night
Quaker Oats
Amer Home
Here's
Hollywood
G. Mis alt.
Silex
College Football
Scoreboard
Gen. Mills
Bristol Myers
American
Bandstand
American
Bandstand
All Star Coif
Reynolds Metals
Captain Gallant
(10/15 S)
Gen. Mills
B-Nut Life Savers
Rocky and
His Friends
Gen Mills
Rin Tin Tin
Gen Mills
Saturday Prom
(10/15 S)
3-Nut Life Savers
! *These are package prices and include time, talent, production and cable costs.
led programs appearing during this period are listed Special, CBS. Sunday, 11-11:15 p.m.; Today, NBC, 7- (
|s well, with air dates. The only regularly scheduled pro- a.m., Monday-Friday, participating; News CBS, 7:45-8 a.m
rams not listed are: Tonight, NBC, 11:15 p.m.-l a.m., and 8:45-9 a.m., Monday-Friday. All time periods ar
Ionday-Friday, participating sponsorship; Sunday News Daylight Saving.
)
With sales creativity a necessity today, SPONSOR ASKS:
How did you make your greates
Archie S. Crinalds, sales manager,
\l "1)1. i. Memphis. Tenn.
The Case of Lakeview Gardens one
da\ may intrigue Perry Mason as a
Stor) title, hut to us it is one of the
most outstanding advertiser success
stories.
Lakeview Gardens is a Negro sub-
division and WDIA today is its exclu-
sive "mass salesman"; and has been
almost continuously since August.
1959.
The 240-acre tract, on which even-
tually will be built 614 $9,000 to
819,000 homes, this year won a Na-
tional Association of Home Builders
award as the outstanding work of its
kind in the United States in 1959 —
and no racial strings were attached to
the "Oscar," either.
It is the brain child of William B.
YA olfe. who conceived of it nearly
four years ago to meet "the oft-
expressed but seldom fulfilled desire
of the growing multitude of middle-
income-group Negroes in America for
agp* pgg
a well-planned suburban development
of new. qualitx homes comparable in
price and terms to the housing of any
American city."
WDIA, which has devoted itself to
the personal service of its 1,500,000
audience. Negro minority-group, met
Wolfe and Lakeview Gardens in the
spring of 1959. We were seeking just
such a sole on which to hang a spe-
cial promotion.
After several months of devising a
workable plan to sell to Lakeview
Gardens, we presented WDIA Home
of Happiness in September, 1959.
The station staged a gigantic promo-
tion, Labor Day. Wolfe built the
Home of Happiness from its foun-
48
dation, and the station followed the
progress of its construction daily.
Listeners were invited to visit Lake-
view Gardens in a spot series partici-
pated in by other station sponsors,
who also furnished and stocked the
home from front to kitchen door.
An impressive list of valuable prizes
were awarded Labor Day to persons
who had visited the development pre-
viously and registered.
Lakeview Gardens and WDIA hit
Time, September 21, 1959, via men-
tion and picture. In an article titled
"A Lift in Living," dealing with
Negro housing in the U.S.
When the promotion ended, Wolfe
went to straight advertising on
WDIA, using the expert services of
Jan Gardner and Ruth Taylor, Ridge-
way Advertising Agency, Memphis
office.
Early this year Wolfe sold his in-
terest in Lakeview Gardens to Wal-
lace E. Johnson Realty Co., one of
the largest firms of its kind in the
nation.
Today, still under the guidance of
the Misses Gardener and Taylor,
WDIA continues to sell homes in
Lakeview Gardens with a weekly
schedule of 10 ten-minute programs,
Monday through Friday, and 20
weekend one-minute spots.
It has been a great sales experi-
ence for Memphis' goodwill station.
But its greatest satisfaction for all
concerned has been the element of
real, considerate personal service to
the home owners it has created.
Harry B. Shaw, v-P- & gen. mgr.,
WSJS Radio /Tv, Winston-Salem, N. C.
In 25 years that I have been en-
gaged in the selling end of the broad-
casting industry there have been num-
erous "big" sales that have come over
the pike and it's not always easy to
select the one best "big" sale that I
was fortunate enough to put across.
Actually, from the standpoint of
importance I would have to list a
couple of sales that I feel were equally
important in my career as a salt
man. The first would have to be t
first sale I ever made for radio,
made an appointment with the Bi
ager of a large furniture store tl
had never used radio before. For
minutes I pitched using my carefu
designed and brand new sales pres
tation. The net result at the end
that 40 minutes was a big and wl
seemed like a definite "no."
I finally asked the manager if
would at least let me write a sam]
announcement and read it to hi
he could hear how it would sour
He gave me a piece of paper, herd
me to a typewriter and I pound
out my version of what his sales rrl
sage should say. He listened to
carefully, pulled his ear lobe a cou]
of times and grunted "How much
this going to cost me?"
That was my first really import
sale and it probably did more
justify my confidence in my sales al
ity than anything could. It also a
vinced me that selling was the can
I wanted to follow from there on
And. just incidentally, that furniti
store went from that small sale t
full five-year contract on radio.
I think the greatest sense of
complishment I have ever gotten fn
a sale since I've been selling for
tion WSJS-TV here in Winsft
Salem, was to the local franchiser
Pepsi-Cola in the area.
This was the toughest pitch I ei
had to make and I pulled out all
stops in trying to create new
interesting sales angles to prove
value of WSJS-TV to the Pel
dealer making a major investmel
Together, with my sales staff. I
SPONSOR • 24 OCTOBER 19J
sale?
L ed an original presentation that
L do say so myself was one of the
I t we ever put together. It was
pood in fact that after all of the
r lems we had previously faced
i the soft drink dealer, he made
i decision immediately after this
I cular presentation was shown to
i That was. to my mind, the ful-
I ent of creative selling. From a
l K-ial standpoint it wasn't bad
ii r. making Pepsi one of the
B -t advertisers on WSJS-TV. That
licular account has been running
I he past five years on the station
c is still growing strong.
B Floyd, president. KELO-TV, Sioux
Falls, S. D.
le greatest sale of my career
I not a single transaction but
l J r a multi-level, many-faceted
r ect which was conducted over a
f id of several years and on many
r ts. It was the sale of an idea —
i'philosophv of operation which
r'ted KELO-LAXD.
ELO-LAXD is more than just a
le for our coverage area. It is an
I e philosophy of growth and oper-
t 1. stemming from the basic fact
I narketing that although Sioux
i ; is the 202nd metropolitan area
l ie nation, it is the key to a trading
r much larger and more important
I this rank indicates.
Extension of
coverage area,
good promo-
tion, made
our market
a must buy
n after KELO-TV in Sioux
started telecasting in 1953. it
e apparent that many adver-
were interested primarily in
politan area rankings. Since
Falls ranked relatively low. it
ecessary to find other appeals.
I Please turn to page 62 i
You'vi Cot by Hud (tfi tk Finish Line
by h in tk Moti«y /
i
Your campaign will finish in the money if vou start
by buying broadcast I N Lexington. In all the world,
only Lexington broadcasters effectively influence
the $445,793,000 retail purchases made by 559,200
people in the growing 3*0-county Lexington trading
area. Get your share of $657,165,000 consumer spend-
able income by buying broadcast IN Lexington . . .
Don't head the wrong direction in planning your
next campaign.
You Have to Buy LEXINGTON
to Cover the Rich, Growing
30-County
Central
Kentucky
Market
FROM THE FABULOUS FIVE IN LEXINGTON
WBLG * WlAP * WVLK * WKYT-TV *WIEX-TV
P.SOR • 24 OCTOBER 1960
rirsi rating results on nias bi Tor l
AUDIENCE ACCEPTANCE:
Gregory Peck. Hugh Marlowe
"TWELVE O'CLOCK HIGH"
RATING BYARBITRON...for
New York Premiere Week on WNTA/TV, Channel 13
Have you been waiting to see the public's reaction to the big and important post-'48
movies? Well, don't wait any longer.The first rating results are in...on NTA's"61 for'61"
group of 20th Century-Fox's masterpieces. Hold on to your hats, in a strong breeze.
An unduplicated rating of 33... reaching 2,728,766 adult viewers... sweeping ahead
of all competing independent stations and the third ranking network station from
Monday through Friday, from 11 p.m. ...and only 6/10 of 1% behind the leading
network station in the area on Premiere Night in the time period... was registered.
Station: WNTA/TV, Channel 13, New York. Program: The Picture Of The Week. Time:
Week of Sept. 19 to 25, 1960 from 11 p.m. on. Source: Arbitron
That should answer any question you might have on the terrific audience pulling
power of these 61 fabulous feature films that won 42 Academy Awards and nomi-
nations... contain more of today's big stars and titles than you will find in any net-
work special... and cost over $75,000,000 to produce. They're among the biggest
box-office grossers of all time, and they're proving their great attraction power on TV
right now.
What are you waiting for-when you've got a sure thing, everywhere they're still avail-
able. Already, they've been sold in 26 markets in the first three weeks. For the others,
today contact your nearest NTA Sales Office, or-
E. iONNY GRAFF. V.P. in Charge of Sales. Eastern Div.. 10 Columbus Circle • JUdson 2-7300
BERHE TABAK.IN, V.P. in Charge of Sales, Western Div, 8530 Wilshire Boulevard. Beverly Hills. Calif.
NTA
10 Columbus Circle New York 19, N.Y. • JUdson 2-7:1
oup of post-48s from 20th Century-Fox!
SPONSOR ACCEPTANCE:
BLUE CHIP ADVERTISERS
on WNTA/TV, Channel 13, New York
DentyneGum
Ivory Liquid Soap
Philip Morris
Yuban Coffee
Prestone
Dove Soap
Tide
Anacin
Dash
Rambler
Noxema
Premium Duz
Wisk
Bufferin
Gleem
Comet
Lux Liquid
Imperial Margarine
El Producto Cigars
VicTanny
Pillsbury Mills
Realemon
Avon
Duncan Hines
Hotel Bar Butter
Castro Convertibles
Democratic Party
Ocean Spray Cranberries
Ivory Soap
Scott Paper
Holland House Cocktail Mix
Burt Lancaster, Dorothy McGuire.
"MR. 880"
Cary Grant, Ann Sheridan
'I WAS A MALE WAR BRIDE"
■J | A Q LI ■ Here are the stations that already own this package (listed according to popu-
■ LHOll ■ lation): New York-Newark, WNTA; Philadelphia, WRCV, Washington, D.C., WRC;
St. Louis, Mo. (Belleville, III.), KTVI; Cincinnati, Ohio, WLW-T; Miami (Ft. Lauderdale), Fla, WCKT; Provi-
dence, R.I., WJAR, Birmingham, Ala., WAPI; Phoenix, Ariz., KPHO; Syracuse, N.Y., WSYR; Honolulu, Hawaii,
KHVH; Hartford, Conn. (New Britain-New Haven), WHNB; Omaha, Neb., WOW; Springfield, Mass. (Holy-
oke), WHYN; Knoxville, Tenn, WATE; Salt Lake City, Utah, KUTV & KSL; Harrisburg, Pa. (Lancaster, Pa.),
WTPA; Kalamazoo, Mich. (Grand Rapids), WKZO; Wichita Falls, Texas, KSYD; Las Vegas, Nev., (Henderso^
Nev.), KLRJ; Fort Smith, Ark., KFSA; Boise, Idaho, KTVB; Spartanburg, S.C., WSPA; Rock Island, III. (Daven-
port, lowa-Moline), WHBF; Twin Falls, Idaho, KLIX; Alaska-Anchorage, KENI; Fairbanks, KFAR.
Edward G. Robinson, Susan Hayward
"HOUSE OF STRANGERS"
CHANNEL 9
WTVM
COLUMBUS, GA.
• A Great New Market!
82% unduplicated audience on fhe
only primary ABC station between
Atlanta and the Gulf!
• Top ABC Programs!
Shows like Maverick, Cheyenne, The
Real McCoys, Sunset Strip, Hong
Kong, and The Untouchables.
The Best of NBC
Programs like Wagon Ti
Price is Right, Huntley-Brinkl.
News and Perry Como . . . plus tc
syndicated programs.
The
CHANNEL 9
(£)@@Q
COLUMBUS, GA.
Ask about
availabilities on
WTVC CH. 9
Chattanooga, Tenn.
The #1 night-time
National and regional buy
in ivork now or recently complete
POT BUYS
TV BUYS
J. C. Johnson & Son, Inc., Racine. Wis.: Fairly heavy schedule
on Stride floor wax begin this month in the top markets. Can
paign is for eight to 10 weeks, day and prime night minutes. Buyei
Mary Ann Monaham. Agency: Needham, Louis & Brorby, In
New York.
International Latex Corp., New York: Schedules for Isodine 1
gin 14 November in about 40 markets. Fifteen-week lineup is fc
day and prime night minutes and chainbreaks. Buyer: Marti
Foody. Agency : Reach. McClinton & Co.. New York.
Brillo Mfg. Co., Inc., Brooklyn: Placements for Brillo are ii
flights, in 12-15 markets. First flight begins this month for 1
weeks; second in January for about 20 weeks. Moderate frequencie
of day minutes are being used. Buyer: Nancy Smith. Agency: .
W alter Thompson Co.. New York.
El Producto Cigar Co., Inc., New York: Staggered pre-Christn
schedules start this month and next on its cigars. Night minutes a
chainbreaks will run in 75 markets. Buyer: Tim Tully. Agencj]
Compton Adv.. New York.
Northam Warren Corp., Stamford. Conn.: About 25 markets j
Cutex schedules this month. Day and late night minutes are set t
four weeks, seven to 15 per week per market. Buyer: Don Millei
Agency : DCSS, New York.
General Foods Corp., Jell-0 Div., White Plains: Going into abd
50 markets this month with schedules for Calumet baking powdJ
with the bulk in south and southwestern markets. Live minutes
women's formats are being used, light frequencies. Buyer: P^lj
Bardach. Agencv: Foote. Cone & Beldin^. New York.
RADIO BUYS
Pontiac Motor Div., General Motors Corp., Pontiac. Mich.: I
addition to its tv activity, radio schedules on the Tempest begin 3
October for two weeks. Traffic minutes are being placed in the to
50 markets. Buyer: David Balnaves. Agency: MacManus. John
Adams, Inc., Bloomfield Hills, Mich.
Charles Gulden, Inc., Saddle Brook. N. J.: Two-week campaign f
its mustard starts 24 October in 30-35 markets. Most markets ar
one-station buys, about 20 traffic and day minute spots per week ;
station. Buyer: Doug Humm. Agency: Charles W. Hoyt. New "lo
Capital Airlines, Washington. D. C. : New flight begins late thi
month in 10 eastern markets. Traffic minute schedules. Monda
through Saturday, are for eight weeks. Buyer: Lucky Kerwir
Agencv : Kenyon & Eckhardt. Inc.. New York.
SPONSOR • 24 OCTOBER 1°
C JT -» ~ *■ • _ *- •»• £• *- « • r^ % "ST *
In the world of Arnold Stang spot is a very big deal. His spot campaign for Chunky
| Chocolate Corporation is a tremendous success in a powerful and versatile medium. It
made famous the comedy buy-line —"Chunky ! Whatta chunka chawklit !" The Chunky
Chocolate people — and Arnold — know the value of spots well placed. Nothing is more
flexible. You sell your products where they are, with maximum exposure, high return,
and no waste, and when it comes to smart placement call your H R man. He's an expert.
^Television, Inc.
^Representatives
Top COTBKVGE
BONDS COVERAGE
^VRtPch ann el32
BRATTLEBbRO.VT.
GREENFfELP.AiASS., KEENE.N.H-
RATINGS
(Continued from page 38)
the client's needs. The government
bureau expects that thousands of busi-
nesses, with very different needs, will
using government-sponsored data.
Archibald Crossley would hardly ever
suggest to a client a sample so elabo-
rate and scattered as the one he used
for a survey by the Fish and Wildlife
Service of the Dept. of Agriculture.
But even after all the neutral prob-
ability techniques have been em-
ployed, there remains a disturbing
"who's-who" aspect to any sampling
operation which involves people. Not
everyone will answer an interviewer's
questions. There are differences in
intensity of feeling, vitally important
to the man who is planning to market
a new product or get himself elected
president, but very difficult to pull
out reliably from questionnaire re-
sults. Above all, there is the prob-
lem that the universe which is rele-
vant to a client's problems may be
smaller and shaped differently from
that big, nation-wide universe of all
the households which is usually what
the (political) pollster must sample.
. . . Most survey errors of course, do
not trace to mathematical mistakes or
to inaccurate sampling. They are
the result of bad questions or un-
provable hypotheses which can easily
load the final data with misinforma-
tion. Nielsen in 1951 did a study of
public-aid recipients in the State of
Illinois, under commission from a
state department which wanted to
know how many frauds it was sup-
porting. "We had everything under
control," Warren Cordell says. "We
had lists of people on relief, so we
could make a truly random sample.
They had to cooperate with us or
they'd be taken off the rolls. We
knew just the questions we had to
ask them. But if we'd relied solely
on the answers, instead of looking
around and checking with the neigh-
bors, as we did. the survey would
have been useless. A number of our
respondents obviously didn't and
wouldn't tell the truth. The accuracy
of the basic information you collect
is usually a lot more important than
the accuracy of your sample. That's
the area of the next crusade — re-
sponse error."
Sampling is the method of all
science. The "laws" of physics, as
David Hume pointed out some cen-
turies ago, are merely hypotb
which fit observed experience,
do not know that the sun will
tomorrow morning, or set tomor
evening: we know merely that
have always seen it do so (excep<
some incidents in the Bible). E
individual's sample of experienc
limited and unprovable, and
the experience of the race as a wb
assuming it can be communic
is inevitably partial. . . . Scientific
vance occurs when experience
pands, when information which c
not fit the rules begins to turn u|
the sample. . . .
The current emphasis on samp]
as a means of data-gathering p
and simple — the stress on put
opinion polls and television rating
has slowed understanding of samp]
as a possible way to bring objectr
to the so-called "social sciences." '
many people have a stake in the
suits of both polls and ratings,
ticians have been forced to deny I
they pay any attention to polls,
is nonsense. Television-network <
cials whose week is made or i
by the ratings will tell investigati
that their decisions aren't influenf
bv what the rating services say, i\h!
is even worse nonsense. When th
is cash money involved, businessi]
do tend to want more and be
sampling before they make decisic
but the popularity of the attiti
which "doubts the polls" has scatte:
confusion over theory and practi
That the theory of sampling is va
is simply beyond question. The C
sus Bureau has proved it over i
over again, drawing samples as sn
as 400 from the 45,000.000-plus hoi
holds of 1950, and coming wit
three percentage points of the (
rect answer on about eighty-five
of every hundred tries. (This ex|M
ment. of course, was not a field j(
the work involved was merely
random selection of 400 out of 4
000.000-plus cards. What is pr<*
is that the sample reflects the ceffl
accurately, (not that either is nee
sarily true.) Where surveys go wro
today, it is either by that matl
matical necessity which lies belli
the very idea of sampling, or by I
researcher's failure to make the d
he needs sufficiently objective in t
eyes of the people from whom I
data is sought — CordelPs "next <
sade. . . ."
SPONSOR • 24 OCTOBER 19
No matter what
your tape problems,
WNBQ is better
equipped to handle
them than any
other station in the
country. This
is no idle boast.
WNBQ has complete
tape, to film
facilities, .
more color- equipped
tape recorders
than any other local
station in the
l country, and a staff
of technicians
and production
experts second
to none.
Video Recording Sales
Merchandise Mart
Chicago 11, Illinois
SUperior 7-8300
PROCTOR
I Continued from page 39)
to measure changes in awareness!
knowledge, attitude and purchase
tential, of Proctor products resul
from viewing the spring camp;i
showed. A before and after rest
design was adopted for this st
enabling comparisons to be mad
the levels of awareness, atitude,
purchase potential, prior to as
as after the campaign.
Heavy viewers are those ho
wives who watched at least 10 of
60 possible episodes of Proctor-s
sored programs during "the past
weeks" or who viewed The J
Lewis Show and at least five da\ I
episodes. Occasional viewers an
other housewives who report le
exposure to Proctor-sponsored
grams. Non-viewers are those ho
wives with no exposure to this
paign. Therefore, changes tal
place among the non-viewers, if i
measure the effectiveness of word
mouth, or in-store merchandising
The sample was selected by ram
procedures from local telephone di
tories in 24 markets, by Marke
Impact Research, an independent
search company. Nearly 1,000 I
phone interviews were completed
the "before advertising" phase,
spondents were queried about hr
awareness of small appliances a;
as their viewing of the six da;
shows, and were recalled immedia
after The Jerry Lewis Show to d(
mine their viewing of this progr
The "after advertising" sai
comprising more than 1,200 ii
views was asked the identical <
tions on appliances and daytime v
ing. Jerry Lewis viewing was d<
mined by a previous phone inter?
on the night of the show.
The question on brand awarei
was unaided. The proportion of \
pie spontaneously mentioning Pr<
improved 38% between the "bef<
and "after" calls. Awareness anl
non-viewers remained virtually
changed. Also increasing substanti
between phrase of calls was sld
identification. Almost 2.5 times
many heavy viewers could identify^
there a in your houa
with Proctor after the campaign tj
could do so before. Non-viei
changed only slightly.
There was also considerable
provement in the opinion of Pro(
SPONSOR • 24 OCTOBER 1!
KETV
has more unduplicated programming
in this area ,
than any other Omaha station!
,OVJ*
ffl ABC
• AMES
NBC {}} I CBS
,1 I
DCS MOINES
HV
ss0 uw
i* ST. JOSEPH
KETV's BASIC ABC-TV PROGRAMMING IS UNDUPLICATED
KETV, OMAHA, IS EXCLUSIVE ABC-TV FOR LINCOLN
KETV IS THE MOST POWERFUL OMAHA STATION IN LINCOLN
products after the campaign, the
Stud] points out. The percentage of
heav) viewing housewives who rated
tin Proctor toaster as either "one of
the best" or "verj good" went up
over 2.5 times during the campaign.
There were also opinion questions
comparing Proctor with two of its
greatest competitors — Sunheam and
General Electric. The question read
as follows: "Taking into account all
the products they make, which do you
think makes the better appliances or
are they about equal?" Heavy view-
ers rating Proctor better than or
equal to Sunbeam doubled, while the
non-viewers recorded a small decline.
The comparison w ith General Electric
was substantially the same as that for
Sunbeam, with heavy viewers nearly
doubling in level while the non-viewers
opinion decreased. There was little
or no decline of GE or Sunbeam ad-
vertising during this time.
Also showing a sharp increase was
the image of Proctor products during
the tv campaign on the part of heavy
viewers. Viewers w T ere asked "which
toaster toasts the most slices at one
time," "is the best-looking." "has the
most useful features." "does the best
job of giving \ou shade of toast,"
and the absolute increases in levels
were 17..V &, 8.1%, .'!' h, and 1.27c re-
spectively. As in previous cases, none
of these measures showed a signifi-
cant change among non-viewers.
At the same time, GE's and Sun-
beam's images "declined" among
heavy viewers in this study. Losses
ranged from 0.0' < to 6.19? Io r GE
ami 1 ' i to 5.4% for Sunbeam.
Also appreciably strengthened
among those most heavily exposed to
Proctor's network tv campaign, was
company image. The image state-
ments put before viewers followed the
question: "Which do you feel apply
or do not apply to the Proctor-Silex
Corp. and its products?" The seven
statements with absolute increases in
parentheses, were "modern progres-
sive company" (30.8%) ; "appliances
are among the best made" (28.1%) ;
"classed with the most respected ap-
pliance companies" (25.9%); "do a
lot of research in designing their ap-
pliances" (25.9%); "not an old-
fashioned company" (20.8%) ; "one
of the leaders in the appliance field"
(20.6%); and " a major national
company" (20.2%).
want to talk image?
SPONSOR has assembled 37
different ads showing you how an
"image" can be created for a station.
IT'S THE ONLY SOURCE BOOK OF ITS KIND
Whether you want to sell image,
ratings, market . . . whatever your
advertising approach — SPONSOR has
compiled a SOURCE BOOK OF ADS
indexed and catalogued showing you
how the best brains in the country
solved your problem.
IT'S INVALUABLE. YOU'LL BE SEEING IT SOON
^SPONSOR
A sharp rise was also registered I
the proportion of heavy viewers wll
would be likely to buy or considJ
buying the Mary Proctor ironi^T
table. This measure of purchase jiJ
tential more than doubled in thl
group. On the other hand, non-vie\l
ers showed only a small increase. Tq
total sample, moving from 14.6% I
22.8% , increased 56% in its purchaJ
consideration of Proctor.
Tv definitely increased product i
terest in the Proctor line, NBC i
ported. There were 2.5 times as man
heavy viewers showing an increase i|
product interest, while non-viewei
again hardly changed.
In summary, 27.1 million hoi
were reached 4.6 times a day for
total of 37 million daytime comma
cial viewer impressions, delivers
each week. For heavy viewers tl
average of all 15 measures of a wan
ness, attitude and purchase potentij
at the end of the campaign was moj
than double its original level.
As a result of its successful sprin
campaign. Proctor entered a 12-wee
drive in mid-September on seve
NBC TV daytime shows for a tot}
of 30 quarter hours.
Although the bulk of small app]
ance buying is done during the lai
two months of the year, and just 1
fore Mother's Day, "it is Proctor
plan to sell small appliances eve
month of the y r ear," Tendrich tol
SPONSOR. In order to sell small appl
ances Mr. Tendrich added,
must be able to demonstrate them-
and where else but through tv cj
you do this?"
The shows on NBC TV being use
by Proctor in the current campaig
include Dough Re Mi, The Jan Mm
ray Show, Comedy Time, From Thei
Roots, Make Room ior Daddy, Cot
centration, Here's Hollywood.
The sales theme of the fall caq
paign is carrying through on daytira
tv the Mary Proctor spray, steam,
dry iron, and the Mary Proctor flip
top ironing table (both introduce*
during the spring campaign) and in
troducing the self-lowering toaster.
As for future tv plans, Proctej
plans to remain in daytime tv, but ii
also looking into 1961 to "see whal
all the networks have to offer." Proc
tor also uses some color newspapej
ads and bridal magazine spreads, bfl
usually with no tv tie-ins, "just fJ
a change of pace."
|.u!
SPONSOR • 24 OCTOBER 196(
■ were Putnam's words at the battle of Bunker Hill, June 17, 1775. Those muskets had a
fte for the British ... and it was a message that got through! We think there's a lesson here,
■rim your fire and then get the best dispatcher you know to carry it, be it muskets or a radio
I Balaban Stations are famous for carrying messages direct to the buyer. On a Balaban
f |, your message rides on top-flight programming, strong, popular personalities and keen selling
(•how". Day in, day out, the message gets through with Balaban -couriers par excellence.
\t* JO At* A .DA JN 5 1 Al 1" XlU in tempo with the times. John F. Box, Jr., Managing Director
■ST. LOUIS WRIT- MILWAUKEE / KBOX- DALLAS
Sold Nationally by Robert E. Eastman & Co., Inc.
Sold Nationally by the Katz Agency
TV ABROAD
(Continued front page 40)
Sometimes they're made centralis for
distribution throughout an entire re-
gion, as in the case of U. S. advertis-
ers who prepare commercials in Mex-
ico for utilization there and in Latin
America. But some foreign markets
have laws prohibiting the import of
tv commercials made elsewhere, and
there's a law in some countries that
commercials must be live. Sometimes
brand names vary from country to
country and commercials must be
made locally. The length of foreign
commercials varies from 10 seconds
to three minutes, depending on the
country and on the advertiser's choice
of length. In Italy, for example.
there's a three-minute period within
which all the commercials are lumped
together. In Latin America a half-
hour film program is actually only 22
to 25 minutes long, and the balance
of the time is filled with commercials
of varying length.
Are V. S. commercials ever dubbed
for foreign use?
Very few commercials used in the
U. S. are dubbed for foreign use. A
few years back we dubbed some
Westinghouse commercials into both
Spanish and French, and we also
dubbed into Spanish some Bab-0 sing-
ing commercials which proved to be
very effective. But such dubbings are
the exception rather than the rule.
What kind of price structure does
V. S. tr film hare abroad? Hon- do
prices compare with the I '. S. for the
same circulation?
Regarding price structure, it must
be understood first of all that the
value of money in many foreign
countries has no relationship to its
value here. For example the people
in Japan live on a yen standard of
360 to the U. S. dollar under which
SUM) represents a tremendous amount
of earning and buying power. When
a sponsor buys a tv show for $500 he
is spending a tremendous amount of
local currency in the terms of his
business — even though he is spending
less translated in U. S. dollars than
for a comparable market at home.
Supply and demand, of course, op-
erate abroad just as in the L. S.
Some of the factors affecting film
prices are availability, quality, the
local cost of live talent, the number
of television stations within each
In Roanoke in '60
the Selling Signal
is Seven...
Many people, much wampum,
in Roanoke. Heap big voice is
WDBJ-TV, serving over 400,000 TV
tepees in Virginia, N. Carolina
and W. Va.
Roanoke not get-rich-quick
market, but plenty steady. Grow-
ing, too! That's why smart ad chiefs
are going western . . . Western
Virginia, where they'll sell like
sixty on seven.
In Roanoke, seven is WDBJ-TV.
Maximum power, highest tower.
Superior programming for braves,
squaws and offspring.
ASK YOUR PGW COLONEL
FOR CURRENT AVAILABILITIES
Roanoke, Virginia
market, and the seriousness of cf.rj
petition among U. S. firms sellir
there. Another dominant factor
the purchasing power of the popul
tion as it affects the dollar value
expenditures of the tv users.
It is unquestionable that prices
tv film shows are considerably low
in foreign markets than in compar
ble U. S. markets, offering what's pe
haps the lowest cost-per-1,000 in
for a U. S. sponsor.
What kind of success hare foreift
advertisers had tcith I. S. tr films?
In Mexico City Procter & Garr
has used a daytime and afterm
strip of re-runs for the past thre
years. It is our understanding thj
the cost-per-1,000 is the lowest eve
in Mexico and one of the lowest in
anywhere in history. (Agency
Noble Advertising, Mexico City. >
Shell Oil Co.'s first overseas fill
buy was Highivay Patrol in Poi
tuguese for all of Brazil. Today itl
one of the top-rated shows there an
is having a tremendous impact fd
the entire Shell marketing organic
tion in Brazil.
You may also have heard of t
success of Pet Milk with Cisco Kid
Puerto Rico and General Elect
with Favorite Story in Mexico Cit\
Incidentally, local advertisers h;
great success with U. S. shows. On
of the largest realtors in Buenq
Aires, Villafane Molina v Cia.. r
ceived over 1.500 inquiries on i
apartment project in one month,
was advertised only on the Cisco K
program. They've sponsored the pr
gram for three years now.
Just why do V. S. advertisers In
If. S. film shoics overseas? To sell »/*
cific products, or for public relatt
and employee relations purposes?
The majority buy because fill
shows are able to draw large aud
ences at low cost, that favorable coal
per-1,000 again. The determinin
factor is still how many people yo
can get to listen to your messages an
at what cost. We have found thi
about 95% of U. S. advertisers
tv film overseas to sell specific prod
ucts. and perhaps only 5% buy flj
purely institutional reasons. But th
motives are actually mixed to sons
extent. Certainly most sponsors w
to sell their products, but they mil
also consider a show for its corporal
image as well.
Why did Chase Manhattan Bam
SPONSOR • 24 OCTOBER 196
ITS OUR
THIRD
NATIONAL
NEWS
AWARD
. . . presented to us by the Radio Television
News Directors Association for outstanding
reporting of a community problem. This is
the second citation awarded WCCO by
this great group . . . the first coming in
1 955 for being the Outstanding News
Operation of the nation. Last year we
were honored by being named News-
film Station of the Year, an award pre-
sented by the University of Missouri
school of Journalism and the Encyclopedia
Britannica.
We accept these honors with pride. They
signify that we have achieved and are
maintaining our fundamental goal of
excellence in our news coverage. They j
symbolize the recognition WCCO Televi-
sion receives everyday from the vast num
ber of people who depend on this station
for the finest in television news coverage.
This is the difference between Good and
Great in Minneapolis, St. Paul Television.
iepresented by
FFIN AND WOODWARD
m* 1
5 to be included
within the body of the
advertisement to the left.
r CCO Television's
ial $1200 four
year scholarship, to an
outstanding student
entering the school of
irnaiism at the
Iniversity of Minnesota,
IS THE FIRST MAJOR
EFFORT OF ITS SIZE
BY AN INDIVIDUAL
STATION TO PROM
HELP AND
LEADERSHIP TO
POTENTIAL
JOURNALISTS."*
THE DIFFERENCE
BETWEEN GOOD AND
GREAT in Minneapolis-
St. Paul Television is
WCCO TELEVISION.
*From an address by Pro!
Richard Yokam, School o
Journalism, Indiana Univef
to the RTNDA C
October 6, 1 9
in Montreal, Can<
WCOL
has
SOUND
INFLUENCE
in
Columbus,
Ohio
Advertising is a true invest-
ment. It must be based on
sound judgment. In Colum-
bus, you get maximum re-
turns on your investment
when you advertise on the
New WCOL!
The New WCOL offers the
largest listening audience
at lowest cost*. Don't spec-
ulate with your dollars. In-
vest in New WCOL Blue
Chip advertising for great-
est returns.
*(You invest in the largest
share of audience for less
than half the cost per
thousand listeners of other
media. Ratings and CPM
figures on request.)
24 hours a day broadcasting
1230 AM 92.3 FM
me new
w
8.
0p@:m« $ uimits
WVOK IN BIRMINGHAM
AND WBAM IN MONTGOM-
ERY 1,1 AN RET THE WHOLE
STATE OF ALABAMA, AND
PARTS OF GEORGIA, FLOR-
IDA. MISSISSIPPI, AND TEN
NESSEE
WVOK 50,000 watts
BIRMINGHAM
WBAM 50,000 watts
MONTGOMERY
REPRESENTED NATIONALLY BY RADIO-TV
REPRESENTATIVES, INC.
SEE SRDS LISTINC THIS PACE
buy The Man and The Challenge in
Puerto Rico?
Actually they bought the show as
a co-sponsor with Goodyear. At the
moment of answering this question
the) were still not yet on the air, so I
can t give an accurate response. But
most banks overseas use tv film to
obtain accounts, increase deposits,
and to remind everyone of the serv-
ices the bank performs.
Hon much does it cost to sponsor u
series abroad? WhaCs a typical budg-
et, including the film. time, commer-
cials, shipping, everything?
Let's take a hypothetical case of a
top-rated series in a large Latin
American market. For 52 weeks the
advertiser gets 39 programs for
$13,000, including the repeats. A
typical freight bill is $1,040 both
ways, and for duty let's say $520.
Class AA time might run $7,800 for
52 weeks. Live commercials run in
the vicinity of $6,000 for an entire
year: film commercials might be a
good deal less if the same commer-
cials are used for several markets of
the same language. We believe the
advertiser should add at least 5% for
merchandising, point-of-sale material,
direct mail, and other such promo-
tion. That would add on $1,050, but
I feel this figure is actually too low.
All this gives us a total of $29,410,
but I would suggest to an advertising
director that he budget about $35,000
to cover miscellaneous expenses and
contingencies which do arise.
Does the success of foreign adver-
tisers with V. S. tv shows often encour-
age them to expand into the U. S.
market themselves?
There are a few foreign advertis-
ers who use U. S. tv film overseas and
are also fairly large advertisers in the
U. S., but it's hard to say which came
first. Bacardi, Philips Electronics.
San Miguel beer. Heineken beer, Mal-
ta Corono, and KLM have all used
our tv film shows overseas and all
are substantial advertisers in the U. S.
Do advertisers often use the same
show overseas as in the V. S.?
Two advertisers have done this at
ITP with Ziv-UA shows. Pet Milk
uses Cisco Kid in some U. S. markets
and also in Latin America, and Bris-
t&I-Myers bought Tombstone Territory
on ABC TV some time ago and
leased rights to it in six Latin Ameri-
can markets. ^
SPONSOR ASKS
1 Continued from page 49)
and demonstrate that the actual vali
of KELO-TV coverage went consi<
erably bevond what the metropolis
area ranking would indicate.
M\ a-sociates and I felt that tH
key to success in this market
area coverage coupled with aggre
sive promotion.
Thus the first step in our big sale
job was to expand our coverage area
not only to a large expanse of geoj
raphy, but tailored to the flow of di-
tribution, filling a real need for
single advertising medium serving
market area previously serviced <
by a patchwork collection of n
stations and newspapers.
Building KDLO-TV was the initia
step in this planned expansion.
Next came building KPLO-TV. Thi
filled out a natural coverage patter!
which closely parallels the flow
distribution.
Our 104 county coverage area t
compasses parts of five states. \
forms a natural market area, fillin
an important gap between Minn]
apolis and Omaha. To fill the nee^
for an all-inclusive term to describi
this vital market, we coined thj
name KELO-LAND.
With the start of operations
KDLO-TV. and later KPLO-TV ai
important policy was established
This is the "one market — one buy'
concept, which means that all KELO
TV programing is automatically carj
ried on the booster stations. Thu:
is possible to program a full schedul
worthy of a major metropolitan sta
tion, since the combined coverag
area of KELO-TV and booster
KDLO-TV and KPLO-TV lifts ou
ranking well into the nation's Top 10
markets.
Sales at the regional level wer
easiest, because it is immediately ap
parent to local distributors that tb
73,496 square miles of KELO-LAM
are generally a duplication of thei
own marketing areas. It is this logica
""flow of distribution" that gives u
an important advantage in fitting ad
vertising campaigns to local and i
gional sales tactics and coordinatioi
with distributors and dealers.
Aggressive promotion continued a
part of the big sell. A recent exampk
is our highly successful promotion i
which 100 local merchants coopel
i Please turn to page 64 I
SPONSOR • 24 OCTOBER 196(
Quality
(Dusic
Stations
The New Dimension In Radio
In Major Markets
nese are your Quality Music FM Stations
. . . Delivering the largest single Quality market in America
. . . The Fine Music audience, most influential, most efficient
and most responsive.
■is market now represents over one quarter of ALL U. S.
nilies. The fastest growing advertising audience today
s. . reached most effectively through Quality Music pro-
Kms. An audience which cannot be duplicated with any
er broadcast medium. Loyal and receptive Quality Music
idience listening averages 3 hours per day, 4 days per week.
spons/ve; Quality Music audiences are pace setters at
age of acquisition and are able to buy. Quality Music
vertisers have found this audience to be most responsive
well-directed appeals.
W Cost: Because the medium is young and growing fast
ality Music Stations offer the chance to establish time and
lience franchises at extremely favorable low cost. Any
lker-Rawalt office listed below can give details on these
tions. We hope you will contact them soon.
WIFI PHILADELPHIA, PA.
To 450,000 FM homes in metropolitan
Philadelphia, WIFI means fine music at
92.5 on the dial. The ever increasing
number of local and national advertisers
using WIFI attests to its popularity in
the nation's 4th largest market.
WYZZ WILKESBARRE, PA.
The Pioneer FM fine music station serv-
ing 200,000 FM homes in the Scranton-
Wilkes-Barre, Hazelton area of 3 million
people. Since 1947 WYZZ has built up
a "captive quality music audience" un-
duplicated by any other station in the
WFMM BALTIMORE, MD.
The fine arts music station for 130.000
FM families in the 12th national market.
Quality Music program format and
quality control of commercial copy gives
the advertiser a solid unduplicated re-
sponsive audience. A station for nation-
al advertisers to check carefully A\hen
setting up radio plans for Baltimore.
National Representative — WALKER- RAVVALT COMPANY, INC.
3 Madison Ave.
f York 17
ijray Hill 3-5830
360 N. Michigan Ave
Chicago, III.
Andover 3-5771
Boston
100 Boylston St.
Boston, Mass.
Hubbard 2-4370
672 S. Lafayette Park PI.
Los Angeles, Calif.
Dunkirk 2-3200
260 Kearney St.
San Francisco, Calif.
Exbrook 7-4827
■JNSOR • 24 OCTOBER 1960
KYWiswayup
in Cleveland!
. . . with the most extensive interna-
tional, national and local news cov-
erage in town. More people dial KYW
for News than any other radio station
in Cleveland.* KYW Is your Mo. 1 radio
buy in Ohio's Mo. 1 market.
Represented by AM Radio Sales Co.
Westinghouse Broadcasting Co., Inc.
SPONSOR ASKS
l Continued from jxige 62 l
ated in a gigantic summer contest
which sent 44 people on an all-ex-
pense-paid luxury vacation in Las
Vegas.
Our popular children's personality.
Captain Eleven, has made hundreds
of personal appearances, with a rec-
ord of at least one visit to every town
of over 1.000 population in our en-
tire area.
KELO-LAND weatherballs on the
skyline in Aberdeen. Watertown,
Huron. Pierre, and Sioux Falls are
a familiar symbol of our operation.
These large neon balls predict the
weather and sell us at the same time.
All of the above are ingredients of
one giant sales campaign.
We now rank as the nation's 81st
tv market.
This has been my greatest sale. Its
success can be measured by the en-
thusiastic acceptance of our stations
by advertisers at all levels.
Robert B. McConnell, ■ -p- &
general manager. WISH, Indianapolis
There have been many great sales
of many different sizes at WISH ra-
dio and television in the 15 vears
ve been associated with the stations.
Some have contained elements that
were verv complex while others were
simple, less complicated sales that re-
quired call after call and an extraor-
dinary amount of pavement pounding
and hard-sell convincing.
I am sure many salesmen agree
that their greatest sale wasn't neces-
sarily their largest. I think the great-
est sale I ever made was my first sale.
Upon separation from the United
States Navy in 1945, I joined the
sales staff of WISH radio. Since my
previous experience had been in pro-
graming instead of sales. I wasn't
given the prize account list of the
station.
One of the first accounts I called
upon was a local mortuary. They had
never purchased any radio advertis-
ing, and one of the family who ha:
died advertising told me that radic
couldn't benefit their business. 1
made a suggestion that they sponsnn
a 15-minute program of old hit musicj
because I reasoned that most funeral
arrangements were by older people;
I explained it was my impression thai
the burden of such arrangements usu
ally fell to the eldest brother, son, etc
My suggestU" apparently made sense
to the mortician.
We both agreed that the cog>|
should refrain from any "hard sell*
and should be strictly identification
and institutional. He said he'd try il
for 13 weeks, and I quickly produced
a contract from my pocket. Then i
looked like all was lost. He insistei
on reading even word of the fim
print on the back of the contract. Af
ter the complete reading, he finally
signed.
The contract was one of the moal
important. It started me on a sales
career in broadcasting, and it gave
me confidence when I was nearly
scared to death. I'm sure it wa
greatest sale because it started a sales
career that has continued for 15 years
and is still going strong.
STATION PLAN
i Continued from page 35 i
unsold announcement time."
The road to a solution was su^
gested by the media director of art
other Chicago shop. In a letter
sponsor, he wrote:
"Currently, the stations as an
ganized group are active in the abov«
areas: via the NAB Code certail
ground rules are set forth, \etwo
policies differ, and agencies art
charged with obtaining the best po=
sible treatment for their clients from
both network and station.
"It is essential to eliminate the
growing area of confusion, with par-
ticular reference to governmental i
lationships. I would sav that the NAB
should take it upon itself to arrange
with the AAAA. the ANA and the
networks to set up a special composite
committee charged with drawing up
regulations satisfactory inasmuch as
possible, to all. The regulations
should then be adhered to by station,
network, agency and advertiser, alike.
"Admittedly, this is an ambitiouij
project. Nevertheless, it need be so in
order t~> provide an equitable set if
around rules." f*
SPONSOR • 24 OCTOBER 19<
IN II
IN INLAND CALIFORNIA (and western Nevada)
EEELINE««ao,o
jdUXlo^AS tvuyte -fiyt-t^e ftunieu
resno is the nation's Number One
gricultural county and the heart of
America's raisin industry.
More Fresno listeners will hear
bout your product on Fresno's Bee-
! ne station, KMJ. Compared to the
^cond best stations in this market,
1MJ delivers:
35' "r more of the morning audience
14' r more of the afternoon market
' 31 /c more of the evening audience
(April I960 Pulse)*
No question but that Beeline Radio
is your key to the desirable Fresno
market. And that's true for all five
Beeline markets in the Billion-Dollar
Valley of the Bees. As a group, the
Beeline stations reach more radio
homes in these markets than any com-
peting combination — at the lowest
cost per thousand.* Ask about the
three discount plans that make Bee-
line Radio a timebuyer's dream.
'Nielsen and SR&D
/UcCfatciuf B/UXfefcaatuuq Coi«f><M«f
SACRAMENTO, CALIFORNIA
PAUL H. RAYMER CO., NATIONAL REPRESENTATIVE
NSOR • 24 OCTOBER 1960
NEWS & IDEA
WRAP-UP
ARRIVING FOR BIRTHDAY, Ch
Columbus and Miss WCOL (both f
lumbus, O.) headed N.Y.C.'s 5th Ave
met N.Y.'s Mayor Wagner, Gov. Ro
rom Co-
parade,
ckefeller
,i i «> nit
Ik
PRESS PARTY staged by ABC tor its new
radio series 'Flair,' finds comedienne Jean
Carroll, featured on the show, chatting
with ABC vice president Robert Pauley
■> &
ADVERTISERS
The Tea Council (Burnett) mad
official its decision to put all it
money (SI. 4 million) into pria
for a while.
Said chairman of the council RoF
ert B. Smallwood: "The use of th
mass circulation magazines' region;
editions enables the council to cove
in depth the same markets whi
were covered by last year's tv mi
campaign."
Campaigns: Contadina Food
i Cunningham & \^ alsh. San Fi
cisco). going heavy on spot radio t
push its tomato paste. First of M
five-week flights began last week ii
28 major markets. Minute. 30- ant
20-second spot saturations of tbj
Contadina jingles are being
during strong housewife listening
times . . . B. T. Babbitt (O
Morev. Madden & Ballard I . goini
spot radio ( minutes i in New Yorn
New Jersey areas. Philadelphia. Bof
SPORT SHIRTS IN LATE OCTOBER are the uniform of the day in and around Miami Beach, Florida, for location crews currently shootf*
half-hour episodes of Miami Undercover for first-run syndication. The series, produced and distributed by Ziv-UA, stars Lee Bowman, and Rock
Graziano. Howard W. Koch, director, also directed several episodes of 'The Untouchables' among other television programs. After first week o
» in 18 markets including Buffalo, Miami, Columbus, Norfolk, Phoenix, El Paso. Salt Lake City, Bakersfield, and Bisi
L. A. and Albany, for Oakite . . .
£ Frost Sugar (National Sugar
ning Co.) trying out spot tv in
ke\ cities. Ten-second spots in
ime and late evening slots . . .
ania Lighting Products, Div.
>vlvania Electric Products, Inc.,
g heavv on net radio to push its
ibulbs. Ninety-seven Sylvania
mercials will be heard during
; net shows: NBC News on the
r, Monitor, CBS News, Amos and
v Music Hall. Gunsmoke, Have
Will Travel. Johnny Dollar,
tense. The Mitch Miller Show.
McNeil's Breakfast Club, ABC
*rsonnel moves: Charles W.
: helan to new post as merchandis-
2 manager, of Schick Safety Razor
>.. Div. of Eversharp, Inc. He's
liner merchandising manager of
nerican Weekly . . . Miles Kehoe
med marketing head, food and
locery products, Hunt-Wesson . . .
.obert S. Wheeler from Bovle-
Midway, household products. Div. of
American Home Products, to Corn
Products Sales as v.p. and marketing
director in charge of new products
. . . Steven J. Wadyka from media
director, Young & Rubicam, to Pharm-
co, Inc., Kenilworth. N. J., as assist-
ant to v.p. in charge of advertising
. . . George Abrams to J. B. Wil-
liams Co. (formerly Pharmaceuticals.
Inc.), on product development and
company expansion.
Advertising awards : Southern
California Gas Company, and
Southern Counties Gas Com-
pany, recipients of Southern Cali-
fornia Broadcasters Association rec-
ognition award, "for 20 years with
the same program on the same sta-
tion." The program: Evening Con-
cert on radio station KFAC, L.A.
AGENCIES
AAAA's board chairman, Harry
Harding, is taking a dim view of
recent publications downgrading
the advertising profession.
His suggestion: "someone should
write a book called, The Proud Per-
suaders."
Admen on the move : David Math-
ews to head broadcast activities,
Fuller & Smith & Ross, L.A. office . . .
John E. Stoller from account execu-
tive, Rumrill Company, Rochester, to
broadcast media manager, that corn-
pan) . . . Robert C. Howard from
General Mills, Minneapolis, to re-
search supervisor, Foote, Cone & Beld-
ing. Chicago . . . Donald W. Osten
from media supervisor, Gardner Ad-
vertising, St. Louis, to account execu-
tive, Duncan Hines special baking
mixes, P & G, St. Louis . . . Walter
H. Johnson Jr. from senior v.p.
for marketing, Capital Airlines, to
McCann-Erickson as v.p. . . . Law-
rence Butner from chief buyer. Al-
bert Frank-Guenther Law, N.Y.C., to
manager, Radio and TV Department,
that company . . . Gene Taylor from
*W NAB LEADER, Fla. Gov. LeRoy Col-
; (c) meets with policy committee mem-
,s (l-r) Merrill Lindsay, exec v.p. WSOY
?catur); Clair McCollough, pres.-gen. mgr.
|(inman Stas. (Lancaster, Pa.); S. R. Shaf-
exec v.p. WIS, WIS-TV (Columbia, S.C.)
jEWERS of TvB's new Videotape recorder
.1 (l-r) Blair-TV's Ralph Allrud, Bob Hemm,
I nk Martin; Shaun Murphy, national sales
k KTVI (St. Louis); Edw. Benedict (N. Y.
( ss mgr. Triangle Stas.; Otto Ohland,
i- k Denninger, Blair-TV; Norman Cash, pres.
; Edward Shuric
STUNT MAN Ted Brown, WMGM (N.Y.) d.j., bids his wife adieu as he climbs aboard 50-foot
platform at site of new Americana Hotel. Brown will broadcast aloft from station wagon for an
undetermined period. Station is offering prizes to viewers who guess correct length of time
criioSiahon WMGMs MAN IN Tffi SKY-TEOBfil.
' - !C 'TOW BALI J™
InT\£too...
FILM does the Impossible"
THE REAL McCOY! Not a background
projection! This scene, from a 60-second
TV film commercial, was shot, as a unit,
lL " roof of a Brooklyn
— real as life, and
EASTMAN KODAK COMPANY, Rochester 4, N.Y.
r
York, N.Y. Chicago 1,111.
W. J. German, Inc. Agents for ti
Eastman Professional Motion F.^.„.
Fort Lee, N.J., Chicago, III., Hollywood,
PRODUCER: Gray-O'Reilly Studios
ADVERTISING AGENCY: Young and Ruble. ,
ADVERTISER: General Cigar Company, Inc.
PRODUCT: Robt. Burns Continental
McCann-Marschalk to v. p. and crea-
tive director. Fuller & Smith & Ross
. . . Jim Pratt from White & Shu-
ford, El Paso, to Radio-TV director,
Taylor-Norsworthy. Dallas.
More admen on the move: Ray-
mond Brophy from Colgate-Palm-
olive to Ogilvy, Benson & Mather as
market research supervisor . . . Jack
Hill from N. W. Aver to Ogilvy.
Benson & Mather as media research
supervisor ... Clare N. Atwootl
from Bisbing Business Research, Mil-
waukee, to Gardner Advertising as
account executive on the Elanco di-
vision, Eli Lilly . . . Richard IN.
Risteen from Sullivan. Stauger, Col-
well & Bayles to Needham. Louis, and
Brorby. as v. p. and director of mar-
keting . . . Lou E. Sargent from
Fleetwood Company to R. Jack Scott,
Chicago, as marketing and merchan-
dising director . . . Edward P. Gal-
lagher from Norman. Craig & Kum-
mel to Kenyon & Eckhardt, as account
executive. Beecham Products, Mac-
leans toothpaste . . . George A.
Welch to manager. Pittsburgh office.
Fuller & Smith & Ross . . . Frank
G. Hunsicker from George Fry &
Associates to Ted Bates as v. p. and
director of personnel.
And more admen on the move:
Ken Shaw from JWT to OB&M as
senior producer, broadcast depart-
ment . . . Peter Johnson from Mc-
Cann-Erickson to Kenyon & Eckhardt
as tv commercial writer . . . Perry
Schofield from Bozell & Jacobs to
Friend-Reiss as v.p. in charge of crea-
tive services . . . Dick Content from
Y&R to Kenyon & Eckhardt as tv
producer . . . Radford Stone from
NBC to OB&M as broadcast super-
They were named v.p.'s: James
S. Bacharach, Trendex . . . Milton
H. Raymond, Grant . . . Bruce M.
Dodge, North Advertising . . . Rob-
ert H. Ellis and James J. Jordan
Jr., BBD&O . . . Vern Eastman.
D'Arcy, Western operations.
Aylin agency appoints five : Char-
les Lewis, executive v.p. . . . James
Dahmer, Beaumont. Tex. office man-
ager, from sales promotion manager,
KFDM-TV. Beaumont . . . James F.
Anderson, v.p. in charge of Central
and West Texas operations . . .
James W. Moorefield. art director
. . . E. T. Nicolaou, production
manager.
Agency appointments: Continental
Oil ($3-4 million I to Clinton B.
Frank, from B & B . . . Waring Prod-
ucts l entire line) to Graceman Adver-
tising, Hartford . . . Regina Corpora-
tion to Hicks & Greist . . . Purepac
Corporation to Weston . . . Reynold
C. Johnson Co. (Volkswagen. North-
ern California, to Doyle Dane Bern-
bach . . . Hollvwood Lanes, Walpole,
Braintree and Weymouth, Mass.. to
Ray Barron Inc., Boston . . . Rootes
Motors (Hillman, Sunbeam, and
Humber I to Mogul, Williams &
Savior.
Branch office: William V. Glastris
Advertising, Kansas Citv.
Agencies play host: J. Walter
Thompson, N.Y.C. to some 14 Jap-
anese business men studying Ameri-
can advertising trends . . . NTA, to
40 Kudner admen at a videotape
seminar in NT Vs Broadway studios.
TV STATIONS
Bediming next week, SRA affili-
ated firms will be able to cut
down on the heavy load of paper
work involved with the contract-
ing of radio and tv spot buys.
The new. and much simplified con-
tract and modification forms, drawn
up by SRA. with the help of AAAA,
has been approved by the AAAA com-
mittee on broadcast media.
The advantages of the new forms:
II The blue and yellow forms
eliminates the need for a rep firm to
issue seperate order confirmations.
2) Agencies will no longer need
to issue contract forms.
Corinthian this week will demon-
strate to the trade and consumer
press how its stations, at a unit,
covered their own delegates at
the presidential conventions.
The showing from tape clips and
charts illustrating how the stations
operated will be at the Overseas Club.
New York.
'€>
Children's tv programing has
taken a turn for the better, ac-
cording to the Ideal Toy Corpora-
\ Please turn to pa^e 7(> I
69
WHY IS VIDEO TAPE
MADE ONLY BY 3M?
When the first video recorders were introduced in 1956,
there was a big "if." Video recording would revolutionize
the television industry IF someone could make a magnetic
tape that would meet its fantastic demands for quality
and durability.
This meant a tape with an essentially perfect oxide
coating that would hold up under tremendous operating
pressures, heat and tension under repeated use. This, then,
would result in cutting production costs for TV commercials
in half, provide perfect rehearsal conditions, eliminate
fluffs and insure a "live-looking" finished product. In short,
it meant doing the nearly-impossible.
3M did it . . . and when the daylight saving time deadline
of April 27, 1957, brought demands for video tape in
quantity, 3M did it again.
What made the difference? Experience and research.
3M had 50 years of experience in precision coating proc-
esses. 3M pioneered in magnetic tape manufacture.
After three years, 3M remains the only commercial
manufacturer of video tape. While others try to make a
workable video tape, 3M can concentrate on further
advances in "Scotch" brand, the tape that is already
time-tested.
M'"
'M"
»M"
"Scotch" and the Plaid Design are Registered Trademarks of 3M Co., St. Paul 6, Minn. Export: 99 Park Ave., New York. Canada: London, Ontario. £ 1960 3M Q
70 SPONSOR • 24 OCTOBER 19
What's happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
Theatre owners were licked all along the line in their opposition tactics in the
Hartford trial case and the FCC will devote all this week to pay tv.
The defeat concerned having the RKO-Zenith trial run bid broadened in these respects:
(1) let a trial examiner first hear the matter; (2) the FCC confine itself in assessing whether
the Hartford application meets the trial standards already set up.
The radio industry in the aggregate earned more money in 1959 than in 1958,
according to FCC figures, but it was a very, very spotty picture.
The networks and their 19 radio stations dropped from a $64.5 million gross in 1958
to $60.4 million in 1959, though cutting of expenses even more managed to hold losses
down to $4.5 million in 1959, compared to $4.9 million in 1958. The 3,509 other am and
fm stations raised their combined revenues by 9.3 percent to $499.6 million and profits
rose by 11.9 percent to $46.9 million for these independents.
Within this framework, there were vast differences between stations and between mar-
kets. Earning $500,000 or over in profits in 1959 were 26 stations (20 in 1958) but 13 sta-
tions lost over $150,000 (8 in 1958) . Of 3,064 am stations in 1958, 1,013 lost a median
$7,500 each, or 34.6 percent losers. Of 3,248 am's in 1959, 1,074 lost a median $7,200 each,
or 34.7 percent losers.
The median of the 2,174 stations which made money in 1959 was also down, to $10,300
from the median of $10,600 for 2,053 stations in 1958.
Fm continued to limp along with the radio networks. Gross of 148 stations not connected
with am operations in 1959 did rise to $4.3 million from the $2.5 million grossed by
93 stations in 1958, but losses also rose, from $700,000 to $1.6 million.
As to market differences, 30 stations in New York City area netted only $7,868,467
on a gross of $33,816,354, while 23 stations in the Chicago market netted almost as
much, $7,696,981 on a gross of $22,122,627. On the other hand, Philadelphia's 20
could gross only $10,816,217 and net only $816,420. In Los Angeles, 29 stations grossed
a total of $18,183,121, with the net at $3,074,737. More of a contrast still, the 18 San Fran-
cisco stations could manage a net of only $32,759 between them.
For the radio industry as a whole, revenues were up in 1959 to $560.0 million, 7.1
percent more than in 1958, expenses were $517.6 million, up 6.5 percent, and profits
were up 13.7 percent to $42.4 million. Combined with figures given by the FCC at the
end of August for tv, total broadcast revenues hit $1.7 billion in 1959, up 11 percent,
expenses were up 8.6 percent to $1.5 billion and profits were up 26.5 percent to $264.7
million.
Come high water, or the other, the Federal Trade Commission will not slow
down on its policing of advertising and business practices between now and the
time Congress comes back into session.
Although chairman Earl Kintner is practically in a lame-duck position due to the failure
of Congress to confirm him and the likelihood that an incoming president will want his own
man, he still breathes fire. And the other commissioners back him.
Kintner has now embarked on a series of speeches to businessmen around the nation,
warning both them and the media against consequences unless they cooperate to clean
up malpractices on a voluntary basis.
'NSOR • 24 OCTOBER 1960
71
Significant news, trends in
• Film m Syndication
• Tape • Commercials
24 OCTOBER I960
Owyrliht i960
SPONSOR
PUBLICATIONS INC.
FILM-SCOPE
Product protection problem is becoming very uncomfortable for some syndi
cation advertisers.
Take 7 p.m. Fridays on CBS affiliates, where a syndication half hour is followed by onj
tobacco, Phillip Morris in Rawhide at 7:30 p.m., and preceded by another, Parliament, i
the network news at 6:45 p.m.
Brown & Williamson (Ted Bates) wanted to get out of one show in these Friday slolj
where its billboards before and aft were both only a station break away from other tobacc
brands.
But the lack of time in mid-October precluded any transfers by B&W out d
these time periods and hence B&W will accept the lack of product protection there as the lea
ser of two evils.
United Artists is the latest Hollywood studio to enter negotiations with the nd
works for special telecast of post-1948 features.
UA's three offerings were understood to be Man With The Golden Arm, The Pride an
the Passion, and Not As a Stranger.
Previously other studios such as 20th and Columbia tried to make network special
of their post-1948 features but nothing came of it.
Stations with small feature film inventories are some of the best customers fo
theatrical products just now.
In the case of WISH-TV, Indianapolis, the station paid a reported price of $200,000 fo
180 of NTA's 20th Century -Fox features, including 61 post-1948's. (For more sales, se
FILM WRAP-UP, p. 82.)
Trade estimates are that stations are paying one-quarter to one-third more per pi<l
ture for the post-1948's than for the older pictures from the same studio.
Incidentally, there's been much alarm in broadcasting circles lately about the content o
post-1948 features and especially the question of their suitability under the NAB code.
Stations now have around 1,000 post-1948's available including 410 UA's from UA^
122 Warner Bros, from Seven Arts, 120 foreign films from Flamingo, 62 Loperts from LM
and 60 others from PTI. (Columbia, Paramount, and MGM post-1948's haven't been put oi
the market yet.)
Station men are asking three questions: 1) Are all the pictures usable? 2) Can they b
telecast intact? 3) Must they be limited to late night showings?
Station men generally say that they must be vigilant with the scissors on a few recent picj
tures, perhaps two or three per cent of them.
Distributors have often cleared the way for stations by dropping out those pictures whid
aren't suitable, or by warning stations of those titles which are best suited for lati
night adult audiences only.
Westinghouse Broadcasting's American Civil War series was picked up by i
ABC affiliates, bringing total sales of the documentary show to 102 stations.
The ABC stations picked up the 13-episode series to alternate with its own networl
Expedition show, which is omitted every third week.
Distributor of American Civil War is Trans-Lux TV.
SPONSOR • 24 OCTOBER 191
FILM-SCOPE continued
Outstanding feature films are providing natural local specials for major ad-
vertisers in important markets.
In Philadelphia, for instance, WCAU-TV has three sponsors of series of feature film spe-
cials. They are:
• Ehi Pont bought To Paris With Love and Cloak & Dagger as specials.
• General Toy will have three feature film specials between Thanksgiving and Christmas:
Tom Sawyer, Huckleberry Finn, and Alice in Wonderland.
• Schaefer beer (part of a multi-city campaign) is continuing its pre-holiday Award
Theatre specials.
Triangle Stations were handed their second straight unfavorable legal decision
this week in feature film cases.
The N. Y. Supreme Court denied Triangle's application for an injunction to prohibit
Seven Arts Associated from renting post-1948 Warner Bros, features in its five markets.
A few weeks ago Triangle received another disappointment in the decision on its suit
with C&C over feature film billings.
Ziv-UA reports 18 first week sales of Miami Undercover, now in production.
Markets include Buffalo, Miami, Columbus, Norfolk, Phoenix, El Paso, Salt Lake City,
Bismarck, and Bakersfield.
NTA's two-hour tape drama series, Play of the Week, is coming up for second
year renewals in many markets.
Sara Lee foods (Daniel J. Edelman) renewed in Chicago, but Jersey Standard (OB&M)
left the show in New York and Washington.
ITC of Canada has scored its fifth sale this year to the CBC.
The latest, Halls of Ivy, joins General Foods' Fury, Texaco Canada and Tuckett Tobac-
co's Danger Man, and P&G's two entries on the French Network, Fury and Interpol Calling
(Furie and Ici Interpol).
There's still widespread unfamiliarity among some agencies, tape producers
have discovered, when it comes to the methods and capabilities of video tape.
Several tape producers have actively campaigned to educate agencies, providing massive
seminars for their personnel to introduce them to tape.
This week NTA-Telestudios, for example, was host to 40 Kudner personnel for a
tape seminar.
Previously Telestudios took its tape demonstrations to N. W. Ayer in New York and was
host to J. Walter Thompson in another wide-scale tape seminar.
Paper Mate (FC&B) will use entertainment to make its tales point in pre-
Christmas commercials this year.
Joe E. Brown will appear in a series of spots illustrating a "goof-proof" theme.
The commercials will go into NBC TV day and night participations and also into
NCAA football and Dick Clark on ABC TV.
• 24 October 1960 73
A round-up of trade talk,
trends and tips for admen
SPONSOR HEARS
24 OCTOBER i960 One of the automotive agencies is going through a lot of frustration with \\t
owvriiht i mo Detroit contracts.
sponsor The problem: inability to get copy approval.
publications inc. Interpretation of the rumor mill: the factory's bending an ear to solicitations.
What looks like the first nighttime casualty on CBS TV: Witness.
The network's scouting around for a replacement at the end of Witness' initial 13-wedj
stretch.
Keeping the star buttered up with other than salary is getting to be a
twist in sponsor relations.
Witness the report that Kraft, whose deal with Perry Como runs out at the end of thd
present season, is putting the vocalist in the twin role of supplier of containers for thf
factory.
Neither party would comment but there was a little hassle over the commer
cials Philip Morris proposed using for Marlboro (Burnett) on CBS TV's special
The Year of the Polaris, the week before.
The network didn't fancy having the blurb delivered across a desk with a miniature mi»
sle on it. It didn't think it appropriate. CBS had its way.
A Philadelphia agency has been looking for two months without success for a
media analyst with two years' experience.
The reason hasn't been the starting salary : the prospects don't want to leave New York
where they think the pastures for their end of the trade are greener.
Esty, which bills $75-80 million from but 10 accounts, is suddenly on the prowl
for business in the non-volatile goods field, and may pitch for an automotive.
Philosophy of the agency up to now had been: we want to stick to products that go up
in smoke or go down the gullet or drain or evaporate in the skin.
Curious example of the new marketing age: there's a supermarket in L. A.
that's selling Falcons by the pound.
The pitch: take it by the pound and it's cheaper than coffee.
Reps have a hard time recalling when the competition for a set of prospects b.M
been as intense as they are in the case of the WBT-WBTV and WTOP-WTOP-TY
stations.
There are at least six rep firms contending for these plums.
The breakaway date from CBS Spot Sales is June 1961. CBS Spot Sales' profit take from
its operation now comes to about $4.5 million a year. The non-o&o's account for about $1.5j
million of this.
74 SPONSOR • 24 OCTOBER I960]
IN BOBSLEDDING
A four man team headed by Captain Fiske
is the
PACESETTER
It covered 5 miles in 3 minutes, 20.5 seconds
IS CINCINNATI'S
PACESETTER
RADIO STATION
Northwest Orient Airlines used only
WSAI in Cincinnati to promote a Hawaiian
tour. Says Donald Kimel, Area Sales
Representative for Northwest: "This is
the most successful radio tour ever gener-
ated from the area. I think it is sig-
nificant that your station was able to
generate over $20,000 worth of busi-
ness for us with just two one-minute
spots a day for two months in the Jack
Reynolds show. No other advertising
media were used on this tour." In Pro-
motion ... in Productivity . . . WSAI is
The PACESETTER Station in Cincinnati.
Represented Nationally by gill-perna New York, Chicago, Los Angeles, San Francisco, Boston, Detroit, Atlanta
THE CONSOLIDATED SUN RAY STATIONS WSAI - Cincinnati; WPEN - Philadelphia; WALT -Tampa
OR • 24 OCTOBER 1960
IN PITTSBURGH
Take TAE
and See . . .
how top production
facilities make hot
adjacencies even hotter
• Pittsburgh's largest studio space: two huge
drive-in studios . . . spacious outdoor facilities
. . . two in-studio bowling lanes'.
• Two dual control rooms, each with custom-
designed and built RCA audio boards, tran-
sistorized switchers, and the latest RCA
special effects amplifiers.
• Four Vidicon film chains: tour 16mm pro-
jectors and two 35mm slide projectors.
• Ampex VideoTape facilities.
• Complete production facilities for I6mm
sound or silent film . . . 35mm slide produc-
tion equipment . . . fully equipped art de-
partment, scenic and prop shops.
• TeleScript production aids . . . TelePro rear
projection units.
• Full 100,000 watt signal power: two trans-
mitters, two antennas with independent trans-
mission lines, and three power supply sources
at the huge transmitter installation.
BASIC ABC IN PITTSBURGH
UiCH
4
BIG lUMSIOH^^LlH PITTSBUtGH
CHANNEL
WRAP-UP
I Continued from page 69)
lion's advertising director, Mel-
vin Helitzer.
Helitzer stoutly disagreed with the
mowing criticism of the medium's
''unwholesome" kid shows, in a talk
before the Pittsburgh Radio & TV
Society, last week.
Coffee and tea makers are hiking
their tv expenditures to new
heights.
According to TvB. coffee companies
took the spending lead with net and
spot tv gross time billings of $21,807.-
054 for the first six months of the
vear. The tea advertisers racked up
a gross bill of $5,413,851. The trend
will continue upward, says TvB.
Note: The Tea Council has just
decided to put its next campaign in
print.
Insurance companies are going
in for heavy tv programing with
"wide audience appeal." accord-
ing to TvB.
The programs: Twentieth Century
(Prudential). Celebrity Golf (Kemp-
er). The Right Man (Travelers), To-
day, (Insurance Company of North
America), Thriller (Allstate), Ameri-
can Heritage (Equitable). Gross time
billings for 1960. will top $16 million,
is TvB's estimate.
Ideas at work:
Tv witchcraft : WFLA-TV, Tampa-
St. Petersburg, viewers, junior edi-
tion, will celebrate Halloween by ap-
ing their favorite tv personalities. The
station started a run on Huckleberry
Hound and Lone Ranger costumes in
local shops bv inviting the youngsters
to come garbed as the tv favorites.
Dog-gone it ! : KNUZ, Houston, area
pooches are straining at the leash
dragging reluctant masters — so the
release reads — to the station to com-
Dete in the latest promotion stunt —
Most Pooped Pooch. The attraction:
Houston's dog-tiredest dog wins for
himself a real Texas-st\le weekend.
The weekend: air-conditioned repose
in a kennel: six months' supply dog
food: an individual monogrammed
food bowl; and a new collar. Extra
attraction; his own private fire plus.
People on the move: Guy Tiller
from sales staff ( KWWL-TV, \\ ater-
loo, Iowa, to sales staff. WLOS-'l
Greenville, S. C. . . . John Bnr|
from sales staff to national sales c
ordinator, and Claude Taylor fro|l
account executive to assistant salj|
manager, WJZ-TV. Baltimore .
Alan B. Johnstone to sales depaJ
ment. KEWB, San Francisco . ,T
Irving Stevens from KEX, radi|
Portland, to sales development
promotion director, KFMB-TV, Am
and FM. San Diego.
Thisa 'n' data: Broadcast AdvertiMI
ing Club members heard A. C. N^"*
sen Co. chairman, Arthur C. Niels
explain the importance of marketii
research, at a luncheon in ChicaJ
last week . . . TvB has put out j
brochure, Image Through Items,
suits of a Pulse conducted study macjl
in the Minneapolis-St. Paul market. }j
Kudos: WNCT, Greenville, N.
presented award by North Caroliii
Agricultural Stabilization and Cert
servation State committee for '
standing public service to farmed
and the general public in Eastei
North Carolina.
FCC's broadcast financial dad
for 1959 shows that the radio in
dustry as a whole had total ret
enues of $580 million, 7.1% ov«j
1958.
The time sales breakdown by dil
sions:
Network S 32,65§dI
National spot 188,143,01
Local 359.138,ol
Total $579,940,0(1^
(See SPONSOR-SCOPE, page \
and Washington week, page 71, f|
more figures out of FCC '59 radj
report.)
Ideas at work:
Down to earth: WMGM. N.Y.I
whose air personality. Ted Browl
spent six davs, three hours, and 31
minutes ensconced in a station wag<
on a platform some 50 feet in the al
has come down off his lofty percl
Over 150.000 entries were received I
the station from listeners, and visitol
to the site, venturing a guess as to thj
exact time Brown would descend f r< >l
his novel living, broadcasting quai
24 OCTOBER 1 ( »^
IN PITTSBURGH THIS SEASON...
Take TAE
and See
TAE-time is ABC-time!
Get your extra-hot
adjacencies now.
wT AE
GET THAT EXTRA
PUSH
You know that it's the extra push that makes the difference
between an average campaign and a "Red-Letter Success.
You get that EXTRA PUSH when you buy WOC-TV
WOC-TV effectively specializes in co-ordinating and mer-
chandising your buy at every level — the broker, whole-
saler, direct salesman, key buyer as well as the retail outlet.
This "togetherness" sells products in the nation's 47th TV
market. More than 2 billion dollars in retail sales ring on
the retailer's cash register Over 438,000 TV homes are
within the 42 counties of WOC-TV's coverage area.
To the National Advertiser,
WOC-TV offers the greatest
amount of local programming —
over 33 hours each week — and
the finest talent in the area put
these programs across.
Your PGW Colonel has all the
facts, figures and other data as
well as day by day availabilities
See him today
nn
™'""-'™:i
THE QUINT CITIES
DAVENPORT 1
Bl i rENDORf / ,OWA
ROCK ISLAND "1
MOLINE > ILL
EAST MOLINE J
rs™ "J?
ters. The closest guess will win '
station wagon as the prize.
Free samples: WIL, St. Lot
WRIT, Milwaukee, and KBOX,
las are trying out a new car mail
ing project. The idea: specially
duced announcements, on a saturat
basis, are being aired by the statio
urging listeners to see the new i
lines in their respective dealer she
rooms. Letters with not-negotia!
checks in the sum of 818,000, are tl
sent to the dealers advising that tl
a comparable sum in free air time 1
been handed out in their behalf,
low up contacts by station accoi
executives, and direct mailing pis
spotlighting the stations facilities ca
plete the station selling job.
How radio reaches 'em: K1$B
Portland, tested its station reach \v;
an unique contest Radio Read
Everywhere. Listeners were invited
write and tell the strangest plal
where thev have listened to the <
tion. From the deluge of letters it i
learned that a traffic officer carried
transistor in his cap; a mother
three listens on a trampolin
some members of Lncle Sam's Kl
hear the Portland station deep bel
the Pacific in a submarine.
Cool radio listening: KBIG, Ca|
Una, came up with a cool idea in a
vertising for its sponsor. Alpine, ma
er of evaporative air coolers hv sclie
uling spots only on days when t!
temperature soared above the I
mark. Alpine sales increased 2(1
with this method.
What next?: KBON T , Omaha,
cashing in on the instant product U
bv giving its listeners an Insta
Weather News. The combination coi
munity service, news and station pr
motion gimmick goes like this: \W
the use of phone company answer]
facilities and equipment, the static
records complete current weather ro
ditions and a 24-hour forecast, pi
the top news story of the hour, eva
hour, 24 times a day. Listeners av«
themselves of this modern day capsuj
report by dialing the phone number.
Radio puts on the dog: KDVTI
Minneapolis-St. Paul, paid tribute
the canine set by staging a personalit
contest for members of man's be
24 OCTOBER 191
/'Il tell you about it in Carolina classrooms,
arm homes of the fertile Piedmont. WSOC-TV's worthy
practical public service features are another
t of the program structure that changed viewing
its in America's 25th largest tv market.
/ers get more, advertisers get more on Charlotte's
)C-TV-a great area station of the nation.
WSeC-TV
CHARLOTTE 9-NBC and ABC. Represented by H-R
WSOC and WSOC-TV are associated with WSB and WSB-TV, Atlanta; WHIO and WHIO-TV, Dayton
j'NSOR • 24 OCTOBER 1960 79
friend clan. In honor of National
I)"- Week, the -union received (and
examined) hundreds of photos from
all classc- of dogdom in an effort to
locate the pel with the most appealing
personality. Contest over and doggj
prizes distributed, one question re-
main-: Will the cats demand equal
time?
People on the move: Sidney Gold-
stein, secretary-treasurer. Consoli-
dated Sun Rav Radio Stations
W PEN, Philadelphia: WALT. Tarn-
pa; W SAL Cincinnati I. named secre-
tins of the parent organization . . .
George Gray from eastern division
manager. Paramount Television Pro-
ductions to v.p. and general manager.
W'ORL. Boston . . . Mrs. Shirley M.
Ott from office manager and sales
manager. KRIB. Fort Lauderdale, to
general manager, same station . . .
Hal O'Halloran, sports announcer,
KFH. Witchita, KOME. Tulsa, to ac-
count executive. KOME. Tulsa . . .
Mike Verges, account executive.
W TIX. New Orleans, to sales man-
ager. W WOM. that city . . . Judith
Law ton from KABC. L.A. writer-
newscaster, to KNDI, Honolulu, as
station manager . . . Cal Culver from
KFYR-TV, Bismarck, N.D. to KBOM,
same citv. as station manager . . .
E. C. Hughes from KFW'B. L.A. to
KLAC. Glendale, as account execu-
tive . . . Martin Giaiino. from gen-
eral sales manager WILX-TV. Lans-
in?. Mich., to general manager,
WPON, Pontiac, Mich.
Station acquisition: WEW, St.
Louis, sold to Franklin Broadcasting.
Sale price: $60(1000. Sale brokered
1>\ Hamilton-Landis & Associates . . .
KTVE, El Dorado-Monroe. Calif-
bought by Veterans Broadcasting Co.
New officers: Ervin F. Lyke. presi-
dent; John B. Soell and William H.
Simons, v.p.'s; George Claffey, trea-
surer: Grant Neville, secretary.
Kudos: WIP, Philadelphia, station
alumni to honor former boss. Bene-
dict Gimbel Jr., at a get-together in
Philly, 26 October.
Thisa 'n' data: WMMM, Westport.
Conn., took a popularity jump from
9th to a near tie for second place in
the recent Pulse study involving the
station's eight-market coverage area
. . . WGTC, Greenville. N. C. took
the direct route in attracting media
buyers by sending samples of freshh-
harvested Bright Leaf tobacco to some
200 l,u\ers.
National advertiser's are taking
to fm on the double, according
to Walker-Rewalt.
Advertising schedules on Qualitv
Music FM stations ran double that of
last vear during the month of Sep-
tember.
The current roster advertiser: Ar-
nold Bread. Atlantic Monthly, Danish
Blue Cheese. Oldsmobile, French
Tourist Bureau, Fleetwood Coffee.
Chrysler Corp., TWA Airlines. Grace
Line, Hamilton Watch. Matson Navi-
gation. Time Magazine and Japanese
Airlines.
The four-month old FM Broad-
casters association of Greater
Kansas City has taken several
giant steps forward in establish-
ing f m as a selling implement.
Their methods: the organization
originated and produced a 17-minute
color slide-sound film presentation
which traces the growth of FM radio
and stresses its selling potencv.
More than 100 kev admen were
exposed to the presentation at a spe-
cial gathering in Kansas City, last
month.
FM notes: W r XFM, Chicago, ex-
tended its evening programing to five
hours per week with the addition of
After Hours, last week . . . KMLA.
L.A. began, last week, to broadcast
programs in Yiddish, French, Span-
ish. German. Italian and Hungarian
via an international segment of pro-
grams slotted in the early a.m. to
noon hours.
NETWORKS
Net tv sales: American Tobacco
I BBDO I to sponsor Remember Hon
Great, Jack Benny hosting, on NBC.
9 February . . . Commercial Bank
of North America i Bach Associ-
ates) purchased sponsorship of Meet
The Press. WNBC. N.Y.C.
New radio affiliation: Kf
Phoenix, to join ABC, end of
month.
Promotion idea: NBC TV
borrowed from the Chinese in it~
est promotion gimmick. Fort
cookies are being dispatched to ai
ate stations who in turn, are hand
them out in their areas. When opei.
the Chinese confection reveals a t
slip of paper which reads someth-
like this: Yes! We have Bonai
every Saturday — \BC.
Net people: E. Roger Muir
signed his post as senior menib
NBC's program department,
plans: to produce film and live
productions and theatrical offerii
in his newly formed company — N
Merritt Enterprises, Inc.
Net thisa *n' data: Some 210 G
affiliate radio stations have been
ed with season memberships in
New 1 ork Philharmonic Society.
REPRESENTATIVE
Rep appointments : KICN, Deiivi
to H-R Representatives . . . KIC|)
Calexico. Calif., to Sandeburg-Gaj
. . . KSWO-TY. Wichita FaJ
Texas, to Venard. Rintoul £. McO
nell . . . WQMR. Washington. D. \
to Headlev-Reed . . . WEZE. Bo-t
and WVET, Rochester. N. Y. to P
ert E. Eastman.
New address: Forjoe and Ca
panv L.A. office location: Pan
Building. 6362 Hollywood Blvd.
New office: Robert E. Eastnia
Atlanta.
v*
Personnel moves : John S. Hugh
promoted to assistant sales manag
for radio. Averv-Knodel . . . Dona
F. McCarty from S. E. Zubrc
Philadelphia, to radio sales st*
Avery-Knodel. N.Y.C. . . . Lewis
Johnson promoted manager. East
office. NBC Radio Spot Sales
William P. Marseilles from LiaJ
Trainer Corp.. Binghamton. N.Y.I
Robert E. Eastman. Atlanta
manager.
80
SPONSOR • 24 OCTOBER 19
. . . others like chocolate, strawberry,
. in fact, that's the reason for 28 fikvors . . .
something to suit every possible taste!
Good, sound programming comes in many
flavors, too. At KSLA-TV the flavors of programming are
as many and varied as are the tastes of our 755,000 viewers.
And each flavor . . . news, variety, public affairs,
comedy, drama, action . . . has all the richness and
taste appeal that keeps the viewers coming back for more.
Our advertisers keep coming back, too,
for the "double-dip" of KSLA-TV's audience loyalty.
Ask your Harrington, Righter ir Parsons man to scoop up
your flavor of availabilities for you today.
We've got 'em all . . . even plain vanilla!
shreveport, la.
OR • 24 OCTOBER 1960
Syndicators are often able to
make a success out of a specialty
that other distributors and pro-
dneers have overlooked.
Thus Official Films is riding the
crest of a wave which it itself did
much to set in motion: the shorter
program segment.
Official's three latest entries of this
type are Profile and Animal Land,
each five minutes, and Do You Re-
member?, a one minute series.
All are now being shown to net-
work prospects, but might possibly be
subsequently released for syndication
instead.
Sales: NTA's post-1948 20th features
to WKBW-TV, Buffalo; WFAA-TV,
Dallas, and WFLA-TV, Tampa . . .
ITC's Canadian office sold Halls of
Ivy to the Canadian Broadcasting
Corporation (CBCj. the fifth pro-
gram deal to that network this year
. . . Sara Lee renews Play of the
Week in Chicago . . . CNP's Jim
A BILLIONJOLLARS ON A
SILVERIPLATTER
exactly a gift . . . but it's yours
with one simple buy. Buy WSFA-TV and
you effectively reach Montgomery and
Central-South Alabama . . . where a
million people spend over a billion dol-
lars every year.
WSFA-TV
NBC / ABC MONTGOMERY- CHANNEL 12
Backus Show to American TobacJ
(BBDOl on WHIO-TV, Dayton, ;q
WISH-TV. Indianapolis: Southw
Public Service. KSWS-TV, Roswe
Y M.: Kerns Bakery on WLAC-T
Nashville: and to stations KGM!
Honolulu; WDAU-TV, Scrantol
Wilkes-Barre; KFBC-TV. Chevenm
WJIM-TV, Lansing; KREX-T*
Grand Junction, and KID-TV, Idah
Falls.
More sales: WTVH, Peoria, bougl
a package of post-1950 Warner Bra
films . . . UAA features to WOR-T^
New York; KHJ. Los Angeles
WVEC-TV. Norfolk: WOC-TV, Dai
enoort: WRGP-TV. Chattanooga
WTVR. Richmond; WTAP-TV. Pari
ersburg, W. Va.: WOOD-TV. Grai^
Rapids, and WSIX-TV. NashvilH
also UAA Popeve and Warner Broj
cartoons to KTLA. Los Angeles)
WTOP-TV, Washington: WFAM-Tl]
Lafavette: WTRF-TV. Wheeling)
WOOD-TV. Grand Rapids, af
WTTG. Washington.
Programs: Goodson-Todman Pr<
ductions signed Howard Erskine t
produce and Larry Marks to produc
Medical Detectives, a new tv suspens
series based on Berton Roueche's n<n
els and his stories in the New Yorke
magazine.
Promotion: NTA is oroviding
special Trailer Quiz to stations buy
ing its post-1948 20th Centurv Fo:
feature film package. Viewers
asked to identify forthcoming tv f*
leases from glimpses of scenes
The American Legion Auxiliary'
Golden Mike award went to Ziv-UA'
Man and the Challenge.
Research: Ziv-UA sales researcher
have discovered that the syndicatioi
buying pendulum is swinging towan
sponsors and away from stations. Thl
year, for the first time, sponsors
signing the majority of film contract
(53%), compared to the last year when
stations still did most of the nej
ating (51% ) . The rise was attributed
to the entrance of national advertised
into syndication; they comprise 31^8
of buyers of Case of the Dangeroui
Robin currently', compared to virtual-
ly nothing when Sea Hunt started]
four vears ago.
24 OCTOBER 19601
HITCH
YOUR SELLING
TO AIR MEDIA BASICS
AND WATCH YOUR SPOT ZOOM
I960 AIR MEDIA BASICS $2.00
TIMEBUYIN6 BASICS
TELEVISION BASICS
RADIO BASICS, FM BASICS
1 to 10 40 cents each
10 to 50 30 cents each
50 to 100 25 cents each
100 to 500 20 cents each
500 or more . 15 cents each
To Readers' Service, SPONSOR, 40 E. 49th Street,
Please send me the following:
N. Y. 17
.'60 AIR MEDIA BASICS ISSUE
NAME
FIRM ...
JIMEBUYING BASICS
.TELEVISION BASICS
ADDRESS
.RADIO BASICS, FM BASICS
I *
»;
CO ©>
3
^ CO
'■■-\
si
gg
8
CO
CO
s
OS
MEDIA BASICS
BASICS
OS
2
2 Z
#
5? f|
I ~
s
1
r:,::.
I
oc
*
§
3
oe
i
PUBLIC SERVICE
Stations throughout the country
have gone presidential-poll happy
as never before.
The polls varj as to methods: some
are phone-ins and others are by
card-: some of the phone solicitations
are based on carefully devised sam-
ples and others are willy-nilly from
the phonebook.
\t any event it's a game at which
anybody can play and it has this
likely asset: stimulating actual voting
at the polling-place.
Advertisers are taking a shine to
public service programing:
Sponsorship figures of this type of
programing, over the past three years,
bear this out. according to CBS's
John Karol.
Quarter-hour sponsored programs
on three networks increased like this:
• October- April 1957-1958: 357
sponsors
• October-April 1958-1959: 475
sponsors
• October-April 1959-1960: 569
sponsors
This does not include the political
coverage of conventions, presidential
campaign doings and election re-
turns.
Here and there: WMCA, N.Y.C.,
premiered last weekend, The Time Is
\ow, a dramatized study of how one
southwestern city integrated peace-
ful . . . WLAM, Lewiston, Me., re-
ceived kudos from the local paper
with a feature article and photos spot-
lighting the station's public service
program on City Council doings . . .
WIL, St. Louis, did its part in fire
prevention week by airing special an-
nouncements and taking active part
in the city's parade . . . KTRK-TV,
Houston, telecast Expedition Houston,
a historical documentary . . . WFIL-
TV, Philadelphia. KDKA-TV, Pitts-
burgh, WBZ-TV, Boston. WJZ-TV,
Baltimore. KYW-TV, Cleveland, and
KPIX, San Francisco, to present
University of the Air series, produced
by Triangle.
More here and there: WIIC, Pit!
burgh, giving cash grant of S2.0G
to WQED, the local educational
station for needed sound-proofing
terial . . . WSEN, Baldwins^
\. Y., began a school bus safety
ture alerting motorists of cautii
areas . . . WLW-D, Cincinnati,
quainting area people with out*
space mysteries with the prog]
Expedition Space.
Kudos: WCAU-TV, Philadelphl
recipient of certificate for meritorio<
public service from the Internal Re
enue Service of the U. S. Treasi
Department for the program Is
Deductible? . . . WCSH-TV, P.«
land, recipient of the American Hea
Association's 1960 tv award
WCCO-TV, Minneapolis-St. IJ
news department honored with Radi
Television News Directors AssocJ
tions top national award . . . WADS
Ansonia, Conn., president and gener
manager Sydney E. Byrne-, awards
honor title Fund Raising PersonalU
of the Year by the Connecticut A~s<i
ciation of Mental Health.
I
ADVERTISERS WANTED TO KNOW...
THE NUMBER 1 STATION IN THE DES MOINES AREA MARKET!
SO . . .
ADVERTISERS AND AGENCIES
SELECTED THE AREA!
THE RESULTS ?
IT WAS THE 23 COUNTIES WHICH
ADVERTISERS AND AGENCIES
DEFINED AS THE DES MOINES MARKET
PULSE, INC. MADE THE SURVEY!
THE PERIOD COVERED MONDAY
TO FRIDAY, JUNE 15-28, 1960
AGAIN WAS RATED
CHARLES STONE, General Manager ^^^^^^ ^^T W«»^^*W«f
JIM DOWELL, V.P. & Dir. of National Sales ^■■ IFIRST jV > \ I Ikl TUC OO f AIIMTV
DES MOINES
ADVERTISER AREA
FOR COMPLETE INFORMATION ON KIOA CONTACT KIOA OR ADAM YOUNG, INC., REPRESENTATIVES
SPONSOR • 24 OCTOBER 19<
LOOK WHAT'S
HAPPENED TO
TELEVISION
IN OREGON!
•PORTLAND
■ ■ • .- •'•
NEW THREE STATION NETWORK
AILED "OREGON TRIANGLE
ELEVISION THAT DOMINATES
IE ONLY MAJOR MARKET
\UWEEN PORTLAND, OREGON
.ND SAN FRANCISCO, CALIFORNIA.
hat brings the only clear picture to
'er 100,000* TV homes with an
' timated buying income
< $685,062,000.*
KVAL-TV Ch. 13
EUGENE •
KCBY-TV Ch, 1 1
• COOS BAY
A- y
KPIC-TV Ch. 4
• ROSEBURG
Easy to buy! One order, one
billing to your Hollingbery man
or Art Moore & Associates
(Portland-Seattle)
*A very conservative estimate
if you have looked at other
ratings and surveys.
KPIC-TV Ch. 4
ROSEBURG
Affiliate
T&ilmtjfol
KCBY-TV Ch. 11
COOS BAY
r^JE3
ONSOR • 24 OCTOBER 1960
ROCKFORD
^ mil
ANOTHER WRBL-TV EXCLUSIVE
IN GEORGIA'S SECOND
MARKET
framing and industry
Tv and radio
NEWSMAKER
Donald H. McCannon, president of W
inghouse Broadcasting Co., was present)
with the coveted Pulse "Man of the Yea
award. He was honored by Pulse for "I
dedication to the industry and enlightem
leadership of the Westinghouse Broadca;
ing Co.. and of the NAB TV Code Re
Board which set industry goals, and
instrumental in raising public service pi
commercial standards." Previous winner-
the Pulse award included Robert Kintner, and Marion Harper I
Harold Miller has been elected vice presi-
dent and associate media director of Grey
Advertising, Inc. Coming to his new post
from Benton & Bowles, Miller succeeds
Eugene A. Accas who is shifting over to
the radio tv department as v. p. for net-
work relations. Most recently Miller was
v.p. and manager of the media department
at B&B. Earlier he was media research
manager for the Biow Co. Other Grey appointments: Philip Brani
and Helen M. Wilbur have been made assistant media directo:
Milton H. Raymond has been named se|
ior vice president of Grey Advertising, I:
as well as chairman of the agency's nev
created administrative plans board of I
New York office. Ravmond joined Gn
in June of this year as a v. p. and accoi
group supervisor. For 10 years prior,
was v. p. first of Dowd, Redfield & Jol
stone and later, in 1959. its successor (
hen. Dowd & Aleshire. Earlier he was with Lester Harrison, Inc. Ri
mond is a native New Yorker, married to singer Dorothy Sarnc
James A. Jurist was appointed director of
business affairs for California National
Productions, a subsidiary of the National
Broadcasting Company. Jurist, who came
to NBC in 1956 from the accounting staff
of Arthur Young & Co., was employed first
as financial analyst at NBC. Later, he
moved up to manager of internal auditing,
then to chief accountant, director of operat-
ing budgets. Chicago born, Jurist lived in Brooklyn, has a B.A. fro
Columbia College, an M.B.A. from Columbia's School of Busines
SPONSOR • 24 OCTOBER 191
We Me Phased
k tffnn&unce mat
WSJS Radio & Television
winston-salem/greensboro
Are Now Represented Nationally
by
^eters, Griffin, Woodward, inc.
Triangle Broadcasting Corporation
President
'NSOR • 24 OCTOBER 1960 87
frank talk to buyers of
air media facilities
The seller's viewpoint
// has often been said that television creates its own markets. Owners of area
tr stations point out this is particularly true of them. A vocal spokesman on
this point is John W. Guider, president of WMTW-TV, Portland, Me., (Mt.
Washington, N. H.). Guider naturally feels strongly about the fact that the
com entional methods of market ranking do not take into account the specific
coverage advantage that area stations have. According to Guider, of the
4r>0-odd commercial television stations in the U. S., only five are area types.
'YES, VIRGINIA, THERE ARE AREA STATIONS'
■ or a long time we have been pounding away at time-
bu\ers with statistics to the effect that there exist two
types of tv stations. Those that serve metropolitan markets
and are termed metropolitan stations and a group of sta-
tion- that are termed area stations, that do not serve one
particular metropolitan market but serve a number of
markets, both metropolitan and smaller.
\\ e realize that there are a number of reasons for a mis-
understanding of the terminology area station; mainly, we
realize some of this misunderstanding stems from the fact
that there are only about five stations in this country which
are in truth area tv stations as against some 450 other
commercial tv stations.
However, the reason we stress the fact that we are an
area station and not a metropolitan station should be obvi-
ous. Start out with the proposition "markets" and you can
get a pretty good idea of the difference in our "market"
and the "market" of a city serving a metropolitan area.
Traditionally stations have been located in and for ma-
jor cities, and their market has been generally accepted as
the market of that city in the sense that the market has
been defined by the Census Bureau, or by custom, or by
the various agencies that list and give statistics for "mar-
kets."
An area station has no such "market." Its market con-
sists of a great many small towns and rural communities
and farms, and in the past it has not been gathered to-
gethei into any tidy little package such as exists for any
station located in the first 200 cities (from a population
standpoint) in the country.
A Bloomington, III.; a Reno, Nev., or a Charleston, W.
Va.j will find itself listed among the markets in a dozen
places, but Mt. Washington, reaching a population several
times greater than any of these places may not be found in
some conventional market listings.
Recentl) however, a television research outfit threw out
it- long-established concept of what constitutes a market
and merely measured the actual area served by the varioi
stations. For the first time Mt. Washington was listei
not only for the first time as a market, but as the SOtf
market in the country — an extremely important indicatio
of the difference between area and metropolitan stations.
The thing that we hope timebuyers will file away in thei
minds for use in buying time in the future is that a majc
population center can account for less than 15% of toti
population coverage I in our case, for example, the city <
Portland, Me.). Another example: by far the majority d
our viewers are to be found in some 1,100 small town 1
that lie within our primary service area.
When a distributor or a marketing man speaks of Por
land, he means the entire marketing area of Maine, Nc
Hampshire, and Vermont. His distribution lines begin i
Portland and cover the tri-state area. The advantages c
an area station to advertisers of nationally or regionall
distributed products are obvious.
As an area station we encounter evidence every day ths
all the rules are made for metropolitan stations and non
of them ever considers its application to area station:
Countless examples could be made beginning right with th
FCC rules: provisions which make all the sense in th
world for most stations are absurd when applied to are
stations. Consequently, it is important that the termino
ogy "area station" be more closely studied by the peopl
who are investing an advertiser's money in the tv mediuit
An area station is in a rather unique position. There i
no other medium that can cover an area like a tv are|
station. Neither by tv from "metropolitan" stations, radio
newspapers, match boxes, billboards or any other form o
advertising is it possible to reach such a large number o (
people without using a greater number of outlets.
So in the future, when someone mentions area station
and asks about them, I hope the answer will be "Yes, ^ in
ginia, (and Miss and Mr. Timebuyer), there is suchr
thing as an area station." W 1
SPONSOR • 24 OCTOBER 196(1
AMERICA'S FAVORITES
Gerber Products Company— makers of America's favorite baby food— and the CBS
Television Network's "Captain Kangaroo"-America's favorite children's program-
have completed an uninterrupted alliance of four years. And now their fifth year is
beginning. The key to such a successful relationship? Sales results! As Gerber begins
its fifth consecutive year of sponsorship, the Captain Kangaroo family salutes its
friends at Gerber and says "thank you" for continued support and trust.
CAPTAIN KANGAROO/CBS TELEVISION NETWORK
addition to Gerber Products Company, represented by D'Arcy Advertising Company, Captain Kangaroo salutes these other sponsors: American Doll &
>y Corp.; The Borden Co.; Colgate-Palmolive Co.; Colorforms; Coniinental Baking Co.; P. H. Hanes Knitting Co.; Hollywood Brands, Inc.; Little Crow
illing Co.; The Kitchens of Sara Lee, Inc.; Arnold. Schwinn & Co.; Schaper Manufacturing Co.. Inc.; The Welch Crape Juice Co., Inc; Warner-Lambert
I larmaceutical Co.; A. C. Spalding & Bros. Inc.; Kellogg Co.; Rainbow Crafts, Inc.; Tootsie Roll Co.; Texaco, Inc.
24 OCTOBER 1960
SPONSOR
SPEAKS
The man and the challenge
When, in early January. Governor LeRoy P. Collins steps
in as president of the NAB, he will have the enthusiastic back-
ing of a large majority of broadcasters.
Nearly every radio and tv man we have talked to since the
Collins appointment was announced on 10 October. has ex-
presesd gratification and delight that the NAB selection com-
mittee was able to find a man of such stature to head up the
Association.
Several have pointed out to us that Governor Collins, even
before the Democratic Convention in Los Angeles swept him
to national tv prominence, was an energetic user of the broad-
cast media during his two Florida term-.
He brings to the NAB a sympathy with and an understand-
ing of the power and importance of radio and tv, as well as a
high-level knowledge of political and legislative problems.
But the Governor also faces one of the most challenging
and difficult jobs which exist anywhere in American business.
No other large industry — and we say this very deliberately
— has as many rugged individualists, or as many conflicting
viewpoints, as has the broadcast business.
This is at once its strength, but also and especially in times
of crises the industry's great weakness. It i- difficult for
strong leadership to assert itself, even when strong leader?
are desperately needed.
The test of Governor Collins, after he has had a chance to
absorb the complex and exhausting details of his new post.
will be whether or not he can give the industry the vigorous,
powerful, and forward-looking leadership it genuinely de-
serves.
If he becomes merely a "Washington spokesman" for the
private aims and ambitions of a heterogeneous group of
broadcasters, he may be an attractive and highly ornamental
figure, but he will have failed the larger task.
If, on the other hand, he can use his office to exert a strong
positive influence both externally with the public and govern-
ment, and internally, within the industry itself, he will give to
broadcasting what every thoughtful man among us know- we
should have.
This is the challenge the Governor faces. In this we wish
him well and. as he assumes his difficult post, we pledge him
our support. ^
lO-SECOND SPOTS
Oh, NAB Code! Product protectij
took its lumps (lining that wild Wor]
Series, at least during two game
Ever\ time GM's commercial ende
it seemed, the radio announcer can
on with. 'Here's Ford! : ' And whei
did all those Dooming homers land
Why, in Scheidey Park!
The Summit: There's a runu
around town that David Susskind
NTA's Open End has plans to tt
his interview with Mr. K with a re
bombshell in late December. 11
guest has not yet been announce*
but word is out that Mr. Susskii.d
questions are being drawn up for hii
by a panel of leading theologians.
ATTN: Media Directors! Repi
sentative Joe Martin uncovers
ready-made ad medium in his hoc
( with Robert J. Donovan i *■
First Fifty Years in Politics." I
reveals. "I always make a point j
shaking hands with bartenders wlie!
ever I come across them, becaul
their recommendations, voiced at tfo
moment when mens minds are hig
ly receptive to ideas, carry
weight in a community." But Co
gressman, the boys got so confus
last year they elected Miss RheinL(*l
to the State Legislature.
ATTN: Harry and Bert! Those p
who are always one step ahead of t
raw. the strip-teasers, have done
again — this time under the influen
of spot tv and radio. There's nowi
pair who call themselves "The P<
Sisters." Quite a take-ofj.
ATTN: Admen! The New Engla
Journal of Medicine" reported, at
a study of Trappist monks, that "mi
er a peaceful life nor a diet extren
ly low in meat and animal fat
daily physical exercise ' presei
(them) from the ills often linked
high pressure civilization"" typifie<l
the life of the average Americ
business or professional man. 1
an onion in it this time. Arthur.
The truth stinks: Jack Can*
morning broadcaster at \^ IL.
Louis, sends along a hard-luck sto
about a guy who spent $4,000 f>l
halitosis cure and then found out tl
no one liked him anyhow. Well. I
better than no breath at all.
90
SPONSOR • 24 OCTOBER
SPECIAL SPRING OFFERING.
OF
BABY CARRIAGES
Lancaster, Pa.
NBC and CBS
316,000 WATTS
Best buy in the Lancaster/Harrisburg/
York area today. This Channel 8 station
is far and away the favorite in these three
metropolitan markets and in many other
communities as well. WGAL-TV delivers
this responsive, prosperous viewing
audience at lowest cost per thousand.
WGAL-TV
Lancaster, Pa.
NBC and CBS
STEINMAN STATION
Clair McCollough, Pres.
i * J + !
■ i i i . -r ■ B
WNAX-570 NATIONAL
PLOWING CONTEST -HOST
TO PRESIDENTIAL CANDIDATES
Focal point for the attention of 160,000 visitors to
the 1960 National Plowing Contest and Soil Con-
servation Field Days was the assembly area where
presidential candidates, Vice-President Richard Nixon
and Senator John Kennedy delivered major farm
policy addresses.
Despite rain, mud and inclement weather, huge
crowds of midwesterners visited Plowtown, U.S.A.
near Sioux Falls, South Dakota to hear the presi-
dential aspirants, tour the 100 acres of farm exhibits
and watch contestants from 14 states compete for
the national plowing titles.
Most of the major farm machinery manufacturers
were represented in the exhibit area, displaying and
demonstrating over $5,000,000.00 worth of the latest
farm equipment.
WNAX-570's co-sponsorship of this national farm
event is a part of a continuing program of service
to agriculture, reflecting the long record of leader-
ship in farm broadcasting in WNAX Big Aggie
Land where the farmer is King.
WNAX-570, the nation's 40th Radio Market is the
only single medium that reaches and delivers this
rich agricultural area.
A
WNAX-570 CBS RADIO
¥
TllT I
PEOPLES BROADCASTING CORPORATION
31 OCTOBER 1»«0
44>4 a copy* £8 a y«ar
Boston
the wonderful world of music
ROBERT E. EASTMAN & CO., Inc.
AND — The Wonderful World of Selling join forces
to provide the advertiser a vital avenue of
growth in one of the nation's richest markets.
your east man New York Chicago San Francisco Los Angeles
Dallas St. Louis Detroit Atlanta
AIR TRAILS stations are
WEZE, Boston; WKLO, Louisville;
WING, Dayton; WCOL, Columbus;
and WIZE, Springfield, Ohio.
.
WILL SPOT
RADIO HIT
$200 MILLION?
Some industry people
think it will reach
that level this year,
but others disagree
Page 27
Admen question
merchandising
by stations
Page 30
How Bob Mohr
put Timex
in No. 1 spot
Page 35
SPONSOR'S 9th
annual farm
radio/tv report
Page 37
VITAL BUY/6TH CITY/KTRK-TV/
2 ld f
Just as important as one's 2nd shoe is
Michigan's 2nd TV market ... that rich
industrial outstate area made up of
LANSING-FUNT-JACKSON and 20
populous cities . . . 3,000,000 potential
customers . . . 684,200 TV homes (ARB
March '60) . . . served exclusively by
WJIM-TV for 10 years.
v*
JIM -TV,
ring the nation's 37th r
ively serve LANSING . . . FLINT. . . JACKSON
. Represented by Blair TV. WJIM Radio by MASLA
BALANCED
PROGRAM-
MEANS
LISTENER
LOYALTY
. . . and 30 years of KTRH
programming has devel-
oped a pattern of listener
loyalty blanketing over 80
counties, serving over
1,087,100 radio households
and extending over 60,000
square miles. Compre-
hensive news reporting,
tasteful music, sports, farm
information and variety
give KTRH the popular bal-
anced programming that
benefits over four million
people.
KTRH
50,000 WATTS -740 KC
-CBS-
HOUSTON, TEXAS
© Vol. 14, No. 44 • 31 OCTOBER I960
SPONSOF
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USI
DIGEST OF ARTICLES
Will spot radio hit $200 million?
27 SRA says "yes," some reps say "maybe." All are more concerned t
the concentration of ads in top markets, tv-oriented spot radio buyi
What air buyers say about merchandising
30 Timebuyers indicate in the seventh NBC Spot Sales opinion panel tl
station merchandising is on the upswing in radio, on the decline in
How radio rebuilt 'N. Y. Times' image
33 Colorful copy is helping erase idea that newspaper is ponderous to rejj
Saturation radio helped raise weekday circulation 17% in four years' tii)
Bob Mohr put Timex on top
35 Revolutionary 7 watch merchandising concept of placing Timex in dru
tobacco, and novelty chains was largely Robert Mohr's innovate
FARM RADIO AND TV, I960
37 sponsor's 9th annual summary of trends and highlights in farm rad
and television summarizes how media work with marketing in new sellii
concepts. Included in this section are reports from farm advertise
as well as new farm market data from the 1959 Census of Agricultui
38 Farm sponsors and markets
40 NATRFD sparks major
changes
41 Why International Harvester
uses rad
42 Why Massey- Ferguson
uses
network tv
44 Farm market basics from th
e Census
FEATURES
56 Film-Scope
58
Sponsor Hears
24 49th and Madison
19
Sponsor-Scope
64 News & Idea Wrap-Up
6 Newsmaker of the Week
64 Picture Wrap-Up
78
51
78
15
Sponsor Speaks
Spot Buys
Ten-Second Spots
Timebuyers at Work
76 Seller's Viewpoint
75
Tv and Radio Newsmaker
48 Sponsor Asks
52
Tv Results
1 2 Sponsor Backstage
55
Washington Week
Baa
Hill 8-2772 Chicago Office: 612 N. Michigan Ave. Phone: Superior 7-9863. lirminfiiJ
Office: 3617 8th Ave. South. Phone: FAirfax 2-6528. Los Angeles Office: 6087 Suns«.-
Boulevard. Fhone: Hollywood 4-8089 Printing Office: 3110 Elm Ave., Baltimore 11, MtJ
Subscriptions: U. S. $8 a year. Canada b other Western Hemisphere Countries S9 ■
year. Other Foreign countries $11 per year. Single copies 40c. Printed in U.S.A. Adorr
all correspondence to 40 E. 49th St., N. Y. 17, N. Y. MUrray Hill 8-2772. Published mHtM
by SPONSOR Publicatio
i inc. 2nd class postage paid at Baltimore, Md.
©1960 Sponsor Publications Inc.
SPONSOR • 31 OCTOBER 1"6|
ERIC HARTMANN — MAGNUM PHOTOS
*i) i?j *sj ihi sTi p
ALL THAT IS NECESSARY
FOR THE FORCES OF EVIL
TO WIN IN THE WORLD IS
FOR ENOUGH GOOD MEN
TO DO NOTHING"
EDMUND BURKE —
VOTE TUESDAY NOV. 8
s message was created in our agency to remind our people that voting is not a right, not a privilege, but a responsibility of citizenship. It appears
\\e in the belief that others will also find these words a timely reminder of a basic principle. YOUNG & RUBICAM, INC. Advertising, New York.
ONSOR • 31 OCTOBER 1960
in Madison, Wis.
BIG
FAVORITES
Jim Mader, Jack Davis, Roy
Gumtow, Luella Mortenson,
Tom Hooper, Steve Heefner
ON THE
BIG
STATION
10,000 watts at 1070 Kc.
make WKOW "Wisconsin's
Most Powerful Radio Sta-
tion.'
MEAN
BIG
VALUE FOR YOU
A responsive audience of
"able-to-buy" adults at
Madison's lowest cost per
thousand.
Ben Hovel, Cen. Sales Mgr.
Tony Moe, Exec. Vice Pres.
Larry Bentson, President
Phone Headley-Reed
or Wayne-Evans, Mpls.
IT] RADIO
POWERFUL RADIO STATION
NEWSMAKEI
of the week
McCollough
ISetv freedom for broadcasters and the accompanying respoM
sibilities is the main theme of this falVs series of eight .Y fl
regional conferences. Recent governmental moves point /■
ward looseneil controls on over-all program planning and
the political field. Policy committee is spreading the icon
The newsmakers: The NAB has fielded a three-man rel
team charged with the job of bringing broadcasters up to date <
changing relations with the Federal Government. Dividing up tl
eight-conference course are Clair R. M
Collough, president of the Steinman
tions; G. Richard Shafto, executive v
WIS-AM-TV, Columbia, S. C, and Merr
Lindsay, executive v.p., WSOY-AM-F?
Decatur, 111., who make up the NAB polit
committee.
These men are addressing themselv
primarily to three recent government
changes of heart:
• FCC's plans to permit broadcasts
to arrange their programing categories on the basis of specific corl
munity needs instead of fixed percentages.
• More lattitude for broadcasters in dealir
dates, brought about bv Congressional
modification of Communications Act per-
mitting this year's major candidates for
President and Vice President to make sev-
eral radio/tv joint appearances without the
provision of equal opportunitv for minor
partv candidates.
• Cancellation of the FCC policy state-
ment which had implied broadcaster re-
sponsibility to announce the source of
phonograph records received free of charge
though used only for broadcast purposes.
The NAB triumvirate is telling broadcasters throughout the natu
that should the FCC's new programing proposals go into effe<
the\ will be able to "forget about percei
ages or most of them, and organize pr
graming structure to meet the needs ai
desires of the community in light of oth
services that are being provided to tl
community." "Other services" presun
would include educational stations, v
music systems, theaters, and education
institutions, as well as other commer i
broadcasting stations. The NAB looks fo
ward to elimination of duplication if fixe
percentages go.
with political canq
. Richard Shalio
Merrill Lindsay
SPONSOR
• 31 OCTOBER l'>6
HENRY WATTERSON
could have been the"Col. Henry "of WPTR
Because WPTR creates the kind of exciting, independent
radio that would have fit Watterson's temperament like a
glove. The "Colonel", as he was affectionately called, saw
:he news not as news alone but as an obligation to take a
position on it as well. In the process, like WPTR, he lit a lot
» if fires.
yet this very dissemination of news (48 broadcasts every
lay) and the independent thinking about that news (edi-
.xirials whenever and as often as necessary) has made WPTR
he outstanding radio voice it is today . . . and the Number 1
public service station in its area as well.
ii the process WPTR has lit a lot of fires with both audience
and clients, too. According to Pulse it is the dominant station
in this 2,000,000 plus market. Local sponsors give it more
local advertising than the next three stations combined. At
the national level it carries more total advertising than the
next two stations put together. In every way— people buy
what it has to sell.
Represented nationally by Robert E. Eastman & Co. In New
England— by Foster and Creed.
Leople-M- J-^X. 50,000 WATTS
ALBANY-TROY- SCHENECTADY
Duncan Mounsey, Exec. V.P. — A division of SCHINE ENTERPRISES.
iONSOR • 31 OCTOBER 1960
adventure
CANNONBALL
Already renewed
in cities like New
York, Los Angeles
and Detroit on
basis of first-year
success . . . riproar-
ing high-gear
adventures of two
long-haul truckers.
HAWKEYE
AND I ACT 0F
THE LMOl THE
MOHICANS
Dramatization of
James Fenimore
Cooper's famous
"Leatherstocking"
stories... John Hart
and Lon Chaney
play Hawkeye and
Chingachgook in
this stirring
"Eastern."
RAMAR OF
THE JUNGLE
Louisville, Dallas
and Boston are
just a few of the
cities where repeats
—sometimes the
10th or llth-of
this series have
consistently won
larger audiences—
and completely
trounced competition!
COUNT OF
MONTE CRISTO
Another distinguished
dramatization of a
famous classic, this time
Alexander Dumas'
dashing "Count of
Monte Cristo."
Brings alive the full
spectacle of one of the
world's most thrilling
adventure stories.
mystery
MYSTERY IS
MY BUSINESS
Mysteries are
again the show of
the moment and
this one, relating
the tremendously
popular adventures
of Ellery Queen,
master detective,
is among the best
of them all.
||P
■-V
r>
NEW YORK
CONFIDENTIAL
This filmed-on-
location series,
about New York's
8,000,000, stars
Lee Tracy, who's
winning new kudos
for his role in
Broadway's
"The Best Man."
_
comedy
\
THE ADVENTURES
OF TUGBOAT
ANNIE
Norman Reilly Raine's
beloved Saturday Evening
Post characters Annie
i and Capt. Bullwinkle
f come hilariously alive
in this series that is
tickling funny bones
all across America.
HALLS OF IVY
Sophisticated and
so very funny, this
delightful series
tells about the head
of a small college,
his wife and his
rather large family
of teachers and
students. Stars
Ronald Col man
and Benita Hume.
award
winning
JEFF'S
COLLIE
The most watched dog in America is available
as your watch dog, offering you the best
sales protection a sponsor can have to win
blue ribbon ratings for you. JEFF'S COLLIE
has won the Emmy and Peabody Awards,
as well as a host of others and is among
the most popular TV shows in America.
Three wonderful years of
JEFF'S COLLIE are now available. Each
of them or all of them offer you the best
safeguard we know for increased profits
in the coming season.
leneral drama
ACTION THEATER
PACKAGE
For adventure, for
romance and all-round
entertainment, these
feature films from a
major Hollywood studio
star Barry Sullivan,
Rhonda Fleming,
Rory Calhoun, June Havoc
and many other luminaries.
STAGE-STAR
SHOWCASE
From Stage 7 and
Your Star Showcase,
two of the best general
drama series, comes
this specially selected
group of non-violent,
all-family stories.
Entertainment's the
keynote. Thomas Mitchell,
Peter Lawford, Diana Lynn
are among the stars.
fiblic service bellringer
DING DONG
SCHOOL
"Miss Frances" Horwich
leads this TV classroom
for young children and
their parents. All-new
.edition of the
show which won
Emmy and Peabody
Awards and many more
have been praised by
critics and audiences.
Here are VVm ways to convert
sporadic spot users into sponsors.
Find out today which ITC series
is available in your market.
Jk
KSDO SAN DIEGO . . . your front row center for
the world's most beautiful music. Selective
programming has built a fantastically large audi-
end of faithful and appreciative listeners who
enjoy the very finest in music from outstanding
artists. Evening Concert . . . heard Monday thru Sunday
from 8:00 to 10:00 p.m. On KSDO . . . your personal
world of sound.
7&— 7
est Fine Radio I
KSDO
♦Sold nationally by Daren F. McGavren & Co. Sail DiegO
The Gordon Broadcasting Company
KQBY ... San Francisco — KSDO ... San Diego — KBUZ . . . Phoenix
SPONSOF
Editor and Publisher
Norman R. Glenn
Executive Vice President
Bernard Plait
Secretary-Treasurer
Elaine Couper Glenn
EDITORIAL DEPARTMENT
Executive Editor
John E. McMillin
Managing Editor
Alfred J. Jaffe
Midwest Editor (Chicago)
Gwen Smart
Film Editor
Heyward Ehrlich
Associate Editors
Jack Lindrup
Ben Seff
Walter F. Scanlon
Michael G. Silver
Ruth Schlanger
Diane Schwartz
Art Editor
Maury Kurtz
Production Editor
Lee St. John
Editorial Research
Elaine Johnson
ADVERTISING DEPARTMENT
Sales Manager
Arthur E. Breider
Eastern Office
Willard Dougherty
Southern Manager
Herb Martin
Midwest Manager
Paul Blair
Western Manager
George Dietrich
CIRCULATION DEPARTMENT
L. C. Windsor, Manager
Virginia Marlcey
Readers' Service
Barbara Wiggins
ADMINISTRATIVE DEPT.
S. T. Massimino, Assistant to Publisher
Laura O. Paperman, Accounting Manage*
George Becker; Michael Crocco; Syd Guttf
man; Wilke Rich; Irene Sulzbach; Dorothyf
Tinker; Flora Tomadelli
SPONSOR • 31 OCTOBER 1960
IN
BOTH
AND
CHS
TAMPA- ST. PETERSBURG
Represented Nationally by gill-perna New York, Chicago, Los Angeles, San Francisco, Boston, Detroit, Atlanta
THE CONSOLIDATED SUN RAY STATIONS WALT - Tampa; WSAI - Cincinnati; WPEN - Philadelphia
I'NSOR • 31 OCTOBER 1960
SPIRITS
Talk about vintage years! In
the last three, wine, ale and beer
advertising has increased 206%
on WPAT. The secret? Our pro-
gramming, whose uniquely still
and sparkling properties provide
the perfect setting for any prod-
uct. And, of course, our unparal-
leled vineyard ... an area of 31
counties in New York, New Jer-
sey, Pennsylvania and Connecti-
cut where more than 17,000,000
people live, work and buy in more
than 5,000,000 radio homes.
There's no doubt about it:
WPAT is a peerless seller of
America's leading labels. Among
them: Ambassador, Budweiser,
Ballantine, Carling, Cinzano,
Gallo, Hensler, Heineken's, Krue-
ger, Knickerbocker, Martini &
Rossi, Miller, Moet, Opici,
Piels, Roma, Rheingold, Ritppert,
Schaejer, Schlitz and Schmidt. All
of them, in only three short years,
have advertised on WPAT ... the
station with the spirit of success.
&
by Joe Csitlt
Sponsor
backstage
Up front in tv: politics & pay
The Great Debaters, Vice President Richard
Nixon and Senator Jack Kennedy, did indeed
get some not-too-restrained fury into exchanges
in the second and third meetings, and there is
no reason to believe that the fourth session,
scheduled for 21 October (next Friday as this
is written) will revert to the dull and polite
postures of Debate No. 1. And the Arbitron
reports on the second and third duels indicated that the candidates
did not lose too much audience. Arbitron had indicated that the
first meeting was witnessed by 73 million viewers in 29.4 millioi
homes. Its figures for the second meeting showed 66 million viewers
in 24.6 million homes, and for the third, a climb back to 70 millioi
viewers in 26 million homes.
Presumably the fireworks of the second meeting re-attracted soni<
of the citizenry which was driven away by the excessive quietude
of the first debate. However, the generation of a little heat on bod
sides apparently has created a new, and possibly even more serious
problem. The Quemoy-Matsu issue was the one over which the
candidates fell into the most bitter and vehement differences. Am
the result was that far too much time was devoted by each of thq
men to this single issue. For as important as the issue is, it certainly
is no more important than a number of other issues before the
voters. This poses, of course, the dilemma that if a debate over i
single question is to become honestly emotional with a subsequen
necessity for somewhat more time for rebuttal and counter-rebuttal
many other important issues may suffer from lack of time and atten
tion. I am inclined to agree with Mr. Nixon that two hours woule
be a far more sensible time span for debates such as these than the
one-hour stanzas we have been witnessing. I say this with a ful
awareness of the possible result feared by many : that the candidates
will be unable to hold the attention of a great many viewers over i
two-hour spread. Notwithstanding this objection, I would certainh
like to see the two-hour debate attempted.
Veep sporting a rug?
At least one review on the third debate (13 October) brought tc
light yet another risk the candidates participating in these word-fest:
encounter. Variety viewer Carp, in covering the third meeting, said
". . . Surprisingly, no one has mentioned it before, but Vice
President Nixon is wearing more than make-up. To one who ha!
known him for 14 years and lives near him, it is an obvious fac
that Nixon has more hair up front on tv than he does arounc
Washington. He must be wearing a hair piece."
This portion of the review was picked up and run as his leac
(Please turn to page 14)
SPONSOR • 31 OCTOBER 196(
Food, toys, candy, clothing — all youth-
inspired items plus merchandise for adults
get effective exposure in this new WBEN-
TV late-afternoon entertainment package.
Youngsters revel in the kiddie acts, circus
features and adventure segments. Adults
•enjoy the nostalgia of seeing big
names of a bygone day.
From Warners' 2000-plus
get the facts
big MAC
library of famous featurettes, 210 are pro-
fessionally integrated into daily programs
of interesting variety.
THE BIG MAC SHOW can do a big job
for you in Western New York. With back-
to-school planning and holiday promotions
coming up, now's the time to make your
move. A good place is the BIG MAC
Show on Ch. 4 — where your dollars
always count for more.
WB EN-TV
The Buffalo Evening News Station
CH
CBS in Buffalo
Affiliated with WBEN Radio
\SOR • 31 OCTOBER 1960
WSYR-TV
DOMINATES
THIS BIG
MARKET
WSYR-TV
(Syracuse, Channel 3)
delivers 44,287 more
homes than its major
competitor.
WSYR-TV plus Satellite
WSYE-TV deliver
73,089 more homes
than the major
competitor.
The big bonus of 28,180 homes
delivered by WSYE-TV (Elmira,
Channel 1 8) MEANS BIG MARKET
DOMINATION.
''All figures NCS No. ) weekly circulation
WSYR-TV
-
Sponsor backstage {Continued from page 1
nl
item, Thursday (20 October) by New York Journal American I
columnist Jack O'Brian. I have no idea whether or not, or to wh<
degree it might cost Mr. Nixon votes if the citizenry learns thj
he's wearing a rug. But as stated by Carp, there seems to be sonu
thing faintly unattractive, if not vaguely dishonest about the Vee
presenting more hair on the tv tube than he does around the Capito
On the threshold of FCC hearings
On Monday (24 October) the Federal Communications Commi
sions kicks off its hearings on the Connecticut pay television situ;
tion. There have been several very interesting developments on th
front in the past week or so. To begin with the FCC is limiti
participation in the hearings to the parties directly concerned,
cept for a representative of the National Association of Broadcaster
The NAB's tv v.p. will be the only public witness, and the on]
witness not directly and specifically concerned with the Connectici
case.
This means that only duly authorized representatives of the Hai
ford Phonevision Co. and the Connecticut Committee Against Pi
Tv will be permitted to testify. HPC, as you'll recall, is of cours
RKO General, Inc. and Zenith Radio Corp. Zenith has just set U]
firm called Teco to promote the Zenith pay tv system, and Ted
announced that it has just hired highly successful and veteraj
Broadway, Hollywood, and television producer Leland Havward ^
program director for Phonevision. You remember that on tv H
ward produced the sensationally successful Mary Martin-Ethel Me
man show for Ford's 50th anniversary a few seasons ago, as well
the more recent Fabulous Fifties. He currently has Miss Martin
Sound of Music and Miss Merman's Gypsy on Broadway
Hayward is the second major entertainment figure on the produ
tion and programing level to go to work for current key pay
operations. Miss Jean Dalrymple, of course, works in a capacil
similar to Hayward's for Paramount's International Telemeter p
tv system. Miss Dalrymple, you probably know, has a distinguisli
(production career behind her, including outstanding work w
the New York City Center.
Miss Dalrymple, and her associates in the Paramount Telemeti
set-up, have just concluded a deal with the American Federation
Television and Radio Artists. And this, I would guess, brings a g<
deal closer, the day when specially produced plays on tape will
presented on the Telemeter pay tv system.
The Telemeter group, you'll recall, is the one which has been coi
ducting the Etobicoke experiment about which I've done sever
previous pieces. Telemeter, incidentally, just released the list of tl
motion pictures they've run in Etobicoke since last February, aloii
with the percentage of the subscribing homes which payed to vie
each. It is interesting to note that only three films were viewed I
more than 40% of the subscribers and of these three, two vei
religious pictures, The Ten Commandments, and The Nun's Sloi
Etobicoke's continuing experiment, and the next several week?
the FCC should shed important new light on the pay televisil
picture.
31 OCTOBER 15|
Time buyers
at work
iarry Durando, Donahue & Coe, New York, is impressed with the
ontribution of merchandising support on the part of spot radio.
With the ever-increasing competition for the attention of the Ameri-
an consumer, advertisers and agencies are pressing more and more
H wring every possible value out of the appropriation. We recently
ompleted a spot radio campaign _..._
nd realized a tremendously effec-
ve merchandising program with
lis buy. These promotional pack-
ges were provided by top stations
i each market, not just by sec-
ndary stations which offer mer-
handising as a kind of "make-
ood" for their lack of audience
' rength. Since we at Donahue &
! oe must look for the media values
rst and then consider merchan-
dising secondarily, we were grati-
'ed to see good broadcast buys coupled with effective merchandising
fans, tailored specifically to our client's needs. Though it's too
fkrly to evaluate this campaign's over-all effectiveness, two results
re in. The advertiser is so enthusiastic that heavier radio weight
!{i 1961 is under consideration. And, other product managers in
ie client's organization are watching with interest and anticipation."
raham Hay, broadcast media supervisor, Compton, New York, out-
tiies his departmental set-up this way: "Buyers are placed in one
U two groups at our agency, the brand buyers and the spot
tiyers. Those serving in the capacity of brand buyers, who work
erectly with the associate media directors on specifically assigned
brands, are responsible for over-all
planning for their brands, individ-
Wm ual market analyses, testing activi-
ties, network program supervision
and servicing, budget maintenance,
client contact on media matters,
etc. While brand buyers do not do
the actual buying of spot an-
nouncements, they are responsible
for the maintenance of effective
schedules which fulfill the brand's
strategy of buying. The actual
buying is done by the spot buyers,
lis group is headed by a supervisor whose job is to train them, to
e that correct buying procedures are followed, and to act as liaison
tween brands with simultaneous campaigns. Brand buyers have time
develop new plans for their brands, while spot buyers concen-
ite on one important aspect of timebuying and learn more rapidly."
fe
win
ONSOR • 31 OCTOBER 1960
ITS
UP FRONT
THAT
And in
Northeast Kansas
It's K-TOP
Topeka
1490 KC • TOPEKA
Represented by
FORJOE AND CO., INC.
The first Nielsen Report* covering all the new shows of the season
THESE SHOW
ALL HAVE IT:
Here's a list worth looking at. It's a list of favorite shows, all
broadcast on ABC-TV and all placing first in their time
periods. Six of them are brand new: Bell & Howell Close-Up!,
Bugs Bunny, Flintstones, The Law & Mr. Jones, My Three
Sons, SurfSide 6. One is new on ABC: Peter Gunn. And
eleven are established winners: Cheyenne, Hawaiian Eye,
Lawman, Maverick, Real McCoys, Rebel, Rifleman, Robert
Taylor's Detectives, 77 Sunset Strip, Untouchables, Walt
Disney Presents. What pleases us most about these shows is
that they please the viewers. And, we trust, the sponsors, too.
in competitive markets most homes watch ABC-TV most of the time!
THIS SHOWS
HEY HAVE IT:
SHARE OF
AUDIENCE
RATING
HALF HOUR
FIRSTS
ABC-TV
33.7
19.2
25
NET Y
MCT Tf
4
'Source: Nielsen 24-Market TV Report covering all commercially sponsored half-hour evening
programs, week ending Oct. 16, 1960. Sunday, 6:30 to 1 1 PM, Monday-Saturday, 7:30 to 1 1 PM.
ABC TELEVISION
No significant difference!
This was the verdict of
i A. C. Nielsen Company
ng their qualitative
ilysis of the audiences
: two New York TV stations
» leading Network station
and wpix, the prestige
dependent. This special study
/ides a direct comparison
f the audiences of both stations
ring the hours 7-11 PM,
i nights a week:
«LY INCOME
)ME OWNERSHIP
AUTOMOBILE
OWNERSHIP
ZE OF FAMILY
1 OF HOUSEWIFE
CCUPATION, HEAD
OF HOUSEHOLD
en states: "None of
the comparisons yielded a
significant difference."
Saying it another way, the
"content" of a rating point
on wpix and the leading
Network station is the same!
(Details upon request)
v here are
our
^second
ommercials
onight?
the prestige
independent with
network
audiences!
Most significant tv and radio
news of the tveek with interpretation
in depth for busy readers
, SPONSOR-SCOPE
CBS TV won out over NBC TV in the furious bidding for one of the biggest
daytime plums of the season: $3.4 million from R. T. French (JWT).
Spot tv — to the extent of $700,000 — will also be the gainer of French's new media
policy which makes tv an almost 90% beneficiary of the company's 1961 budget.
(The major loser is print.) The CBS buy: four quarter-hours a week.
In contending for the business the webs sought to sweeten their offers with nighttime
minutes but French, which had been on CBS, decided to stick to daytime exclusively.
The hard fact of the swing in media strategy is this: French has elected to assign to tv
practically all the money alloted to promote its new line of instant potatoes.
About $200,000 of the money comes from its Bird Care division (Foley).
Gillette's cold remedy division (North) is testing a new tablet in radio.
The plan is to spend around $25,000 in four markets for a minimum of 12 weeks.
Nothing, as yet, has been said about spot tv.
Quett-Peabody (L&N) is supplementing its participations on ABC TV night-
time with spot tv minutes in night fringe time.
Other buys or calls for availabilities in national spot tv the past week: Polident
(Grey); Lanolin-Plus (LaRoche), pre-Christmas; Breck's Glimmer Shampoo (Reach McClin-
ton) ; El Producto (Compton) ; Sheaffer Pen (BBDO Chicago), pre-Christmas; Johnson's
Shoe Polish (NL&B), limited list of markets for introduction, with plans for 15-20
after first of the year; Republican National Committee (Campaign Associates).
Atlantic/Bernstein Associates, New York, is looking for spots in local children's
shows for a campaign which Carnival Toys plans to start in January.
National spot radio can claim a good assortment of 52-week franchise-holders.
These 52-week accounts, occupying the same spots practically from one year into the
next include R. J. Reynolds, Pall Mall, Wrigley, International Harvester, Doan's Pills,
American Cyanimid, Florist Telegraph Delivery and Tubrose Snuff.
If you, as a seller of spot tv, have your eye peeled on the direction of the econ-
omy, you might want to ponder this observation made last week to SPONSOR-
SCOPE by a member of management in an agency with about the biggest stake in
the medium:
"When budgets start to tighten, the advertiser looks more sharply for the medium that's
more flexible to his needs. We look to the networks to go on increasing their flexibility
and it would be wise for spot to keep the pace in this regard."
To the average mediaman it may be not only revolutionary but concept-shat-
tering, but bellwether thinkers on the selling end of spot tv think that the fixed spot
for package users works against the best interest of the advertiser.
Their proposal: stop relying on individual ratings; buy on the basis of the station's
reputation and the average ratings obtained by rotating the spots over a period of weeks.
The buyer will be less skittish about the ratings fluctuations of network shows to
which he's linked his spot's fate.
Of course, there's a rub to all this: the nuances of product protection.
0NSOR • 31 OCTOBER 1960
19
■
SPONSOR-SCOPE continued
Shell Oil's ad department has informed inquiring reps that it'll take anothi
week or two before it knows where it's headed media-wise for 1961.
The new agency, Ogilvy, Benson & Mathers, hasn't as yet finalized the proposed cor
platform nor submitted a media strategy recommendation. Air media's stake in the She
operation now runs to about $7 million.
Over the years Shell via JWT had built one of the most imposing news franchise
in both radio and tv.
There's a suspicion among some reps that the new agency may recommend network. The
say it won't shock them, since the news periods, because of their premium value, will b
snatched up immediately by Shell competitors.
OBM is expected to extend all radio/ tv commitments to 31 December.
The Metracal-type product continues to burgeon: Quaker's now in the fiel
with a contestant called Quota, with JWT Chicago as the agency.
Quota's testing in Chicago and Minneapolis tv and expects to go national with spc
the turn of the new year.
Minvitine (C. E. Frank), which is also in the weight-control sweepstakes, has bee
using spot radio for its introduction. It goes network tv next month, with buys c
Dave Gaxroway, Jack Paar and Person-to-Person. Initial budget: $250,000.
It's no news to the trade that the bulk of national spot spending is being cot
stricted to fewer markets over the years. SPONSOR-SCOPE, to project this situation i
its latest dimensions, has broken down the FCC's 1959 figures in 10-market batches.
Here's how that breakdown stacks up:
NUMBER OF MARKETS TOTAL SPOT RADIO EXPENDITURES PERCENTAGE
First 10 $ 77,944,143 41.4%
First 20 99,885,602 53%
First 30 114,822,412 61%
First 40 125,189,895 66%
First 50 132,991,923 71%
Note: In the 24 October SPONSOR-SCOPE Atlanta should have been included as amoi
the top 20 markets; to be exact, 19th, with an expenditure of $1,849,545.
George B. Storer and Katz last week were discussing the likelihood of Storer
setting up national sales offices in New York and Chicago for its tv stations, I
using Katz for representation of the four outlets in aU other cities.
The rearrangement would not affect Katz' representation of Storer's radio statio
Tv stations involved: WJBK-TV, Detroit; WJW-TV, Cleveland; WAGA-TV, AdanU
WSPD, Toledo.
Also to be settled was the cut-off date, probably not until a year hence.
The vacuum in farm news created by switch of WLS to a metropolitan oper
tion has been filled: 13 Illinois stations have formed their own farm news operatioi
It's known as Farm Radio Service, Inc., with Chicago as headquarters. Organizer!
Lloyd Burlingham, Western Advertising; William Nolan, ex- WLS engineer.
Sponsor support to date reads like a Who's Who in farm broadcasting: Inte
national Harvester, DeKalb Agricultural Association, Keystone Steel & Wire and Honeggq
& Co. First item on schedule: noon report from Chicago's Union Stockyard.
30
It looks as though the BBDO study on the current dimensions of radio and ho
it can best be bought and used will be coming from the printer next week.
The project was started last spring.
SPONSOR • 31 OCTOBER I9t
SPONSOR-SCOPE continued
NBC TV has extended the time discount concept to some of its nighttime pro-
grams: the longer you stay with them the lower the price per broadcast.
The principle is definitely an innovation for the business.
Six NBC shows are being offered on this basis. The asking prices per commercial
minute of the six in terms of contracted length:
PROGRAM
FIRST 1961 QUARTER
UP TO END OF '60-61 SEASON
Dan Raven
$27,000
$20,000
Canfield*
27,000
20,000
Wells Fargo
34,000
26,000
Klondike
34,000
26,000
The Deputy
34,000
26,000
This Is Your Life
29,000
24,000
* Replaces Riverboat 23 January.
Still another one-time spot perennial has joined the network tv daytime camp:
General Foods' Baker's Chocolate.
NBC got it. The buy: a quarter-hour on alternate weeks.
Judging from the early ratings returns, the consensus among agency tv execu-
tives is that the audience leadership night by night isn't going to be much different
from what it was last season.
The offhand appraisal: Sunday: ABC in the early hours and CBS in the latter half;
Monday: CBS'; Tuesday, figured as a toss-up between CBS and NBC; Wednesday:
NBC's; Thursday: ABC's; Friday: CBS' at the start and ABC's after mid-evening; Saturday:
CBS'.
Side commentary: General Foods, as usual is doing well with its Monday night pro-
gram brood, but has problems with the Thursday contingent.
NBC TV is on the verge of putting into the works a master study on the effec-
tiveness of daytime on-camera personalities vs. filmed commercials in selling a
product in terms of recollection, believability and conviction.
The pilot of this major research project has just been completed and the findings so far
have justified an extensive expenditure.
Obvious objective: sell the advantages of NBC's people like Bill Cullen and Hugh
Downs over the film commercials on CBS TV's high-rated serials and ABC TV's film and
taped show schedule.
Looks like the participation concept in nighttime network tv will be even more
pronounced next season: the networks are exerting pressure on Hollywood suppliers to
direct their producing efforts toward the hour show.
In other words, if they want to sell to the networks, they'd better concentrate
on the longer fare, with their best prospects for the half-hour being the advertisers who
prefer to have their own properties — and these are dwindling each season.
(See 10 October sponsor, page 31, for list of shows under sponsor control.)
Tv network selling, like spot, has become pretty much of a short-term business
and it isn't expected to change during the next two months as the networks seek
to fill the holes — and there'll be many of them^-opening up at the end of the year.
As one network sales executive phrased it last week to SPONSOR-SCOPE: "We're all
starting January with a position of lots of minute vacancies. In fact it could apply to most
of the top network hour shows."
OR • 31 OCTOBER 1960 21
SPONSOR-SCOPE continued
With Renault turning over its $5 million American budget to NL&B excltuiv
ly, the company's future in tv remains pretty much of an enigma.
While the tv portion of the budget was with Kudner the expenditure for the medit
built up to $3 million a year.
Renault's reputed reason for going all out to NL&B: the agency built a pretty go«
track record with its award-winning magazine ads for Renault.
Watch for NBC TV and CBS TV to use the coaxial cables on a broad scale
a replacement for planes for the distribution of news clips to station subscribe!
The shipment by plane has been found by the network news film subsidiaries both i
efficient and archaic
But the really significant fact is this: the mounting discarding of film for vide
tape in this area.
Agencies top-heavy in medium-sized seasonal accounts are wondering wheth
the time isn't ripe for somebody to develop a fourth network composed of maj
tv markets.
Their reason for advancing this speculation: just when the seasonal advertii
needs network facilities most he finds them pretty well loaded with year-rod
customers and the massive type of seasonal clients like Du Pont and National Carbon yi
can afford to buy on a basis of 20 weeks or so.
What their seasonals would like, say these agencies, is to have access to a string of 4
or 50 markets a few weeks before Christmas and before the graduation-wedding-spri
refurbishing span.
Noted one agency media director who's been wrestling with this problem: it now loo
as though Pat Weaver was a little ahead of his time when he tried to sell a fourth d
work.
Campbell Soup (BBDO) keeps pouring its ad money into tv: latest buy ig t
four-city pickup of the Thanksgiving Morning Parade via CBS TV.
The events will run for two hours, with the kid viewers the obvious appeal for Campbe
CBS had been offering the remoter in quarter-hour lots for $15,000.
An innovation among some radio stations that doesn't sit well with media
rectors in large agencies: showing the net rate and the commissionable rate
their rate cards.
Contend the media people: this can only add to the confusion over what the rate
for national advertisers.
They add: if such stations had any notion that by posting a net rate they were
it easier for agencies to calculate the end figure for the client, they were away off base.
the agency and the client want to make sure is that the competition in the
hasn't been given an advantageous rate.
This is being passed along as a cue to what some media analysts are looking f<j
now when, in dealing with a women's product, they weigh the value of one tv sp«
against another — particularly in the evening spectrum.
Accounts like Bristol-Myers, for instance, are primarily interested in the rating (percent
Other accounts, like P&G, focus on the homes factor in determining cost-per-l.OC
A third tribe is primarily concerned with the potential number of women viewers obtainal
from the spot.
In other words, it's a cost efficiencv based not on homes but women.
For other news coverage in this issue, see Newsmaker of the Week, page
Spot Buys, page 51; News and Idea Wrap-Up, page 64; Washington Week, page 55; SPO*
Hears, page 58; Tv and Radio Newsmakers, page 75; and Film-Scope, page 56.
31 OCTOBER I9ti
^^ What will he
want to see
next Tuesday?
(Tune in KPRC-TV now, let him decide later)
The best to you each morning
noon and night
**^ FROSTEO SPOTSi
rividual servings of nationwide favorites, in one sta-
i package. ID's Participations, Chainbreaks, Frosted
ipots, and New Special "K" . . . All O.K.!
OF « 31 OCT DEH 19C0
^r Represented Na
of K enog&'s
HOUSTON
Represented Nationally by Edward Petry & Co.
£<**§
rH
c
GC
G
.§ 1
rfl
" 5
z
c to
'C
8 1
O o
05 "5
cd
^ S
it
0. c o
< o -5
Z o S
< o £
>
j
gr
£ i
w^* ^fh, . ^HIH
^
—
1 > ;
49th and
Madison
Misunderstanding
Your story of my sales study in Okla-
homa City ("Rocks, Posies Aimed at
Station Drummers," 3 October) has
caused a great deal of misunderstand-
ing and pain.
In the initial correspondence be-
tween your publisher, Norman Glenn,
and me, I pointed out that permission
of the sponsoring stations would be
necessary for publication, and that I
would seek such permission. At no
time did you receive a release on the
story. Mr. Glenn, in a letter of 6
September, said that he was leaving
on an extended trip and was turning
the project over to the editorial de-
partment. Since I know Mr. Glenn
to be a gentleman, I can only assume
that Mr. Glenn, in his preparations to
leave, failed to call attention to the
need for a release.
Although your publication without
release is understandable, and can be
put down to a failure of communica-
tion, it is not so easy to understand
your handling of the material. It
does not represent the original report
fairly. To be sure, some radio/tv
salesmen in Oklahoma have done
some poor selling; this is, I presume,
true of all types of salesmen any-
where. But they have also done some
verv fine jobs, especially in sales
service. These good things were not
represented adequately in your story,
which was unfair to Oklahoma City
stations, the salesmen, and my report.
1 hope you will publish this letter
in your letters column, since I would
like two things clear: I did not give
sponsor a release on the story; I
did not write the story.
Sherman P. Lawton
coordinator of bdcstg. instruction
The University of Oklahoma
Norman, Okla.
• Reader Lawton Is i
being printed without ■
to a nii-.uml.Tstan.linc
orrect about the story
release. This was due
n the part of our edi-
i SPONSOR'S policy to
Is to the treatment of
> material, there was certs
unfairly citing Oklahoma
re feel, however, that the La
Addendum
Your story about the reaction to
station operation plan (see "Reac
to KYA 'Golden Rules' Mixed," s
sor, 10 October 1960) was a :
interesting report.
I believe it's important to note
though you've covered the most >
troversial points of our plan,
left out six of the 16. Certain of
omitted policies involve impor
contributions to station, represe
tive, agency, and client relations
They also affect program control
cedures.
Phase Two involves the estab
ment of a top-level committee (
posed of a cross-section of indi
veterans. The committee is all
fully set and will suggest furthei
periments and review areas of oj
tion that we might bring to
tention. For example, soon on its
to the committee for analysis
startling rate card covering
off the air merchandising suppor
Phase Three of our concepl
volves revamping of intra-statioi
ministrative and functional ]
dures with detailed reports of i
to stations. For example, our t
system has been completely rec
The analysis is available to all
tions and has already been sent l
Bay Area stations with many hi
visited us to investigate persona
We are trying many things 1
will be reported upon after a
period — including the SPONSOR r
zine committe approved invoice :
We urge stations, and anyon
that matter, to request placemei
our mailing list.
Morton J. Wagner
exec, v.p., The Bartell G\
general manager, K.Y /.
San Francisco
SPONSOR • 31 OCTOBEF
»E0: Philadelphia's 30th Street Station, emptied by the recent Pennsylvania Railroad strike. WIP helped out by bringing derailed commuters and generous motorists together.
Mr lift for a derailed City. As soon as the recent Pennsylvania Railroad
trike was officially on, so was WIP with on-the-air appeals for motorists to share then-
ars with derailed commuters. WIP staff-members awoke way before dawn to man a battery
f special telephones and to receive hundreds of calls from as far away as Cape May and
Vilmington. We continued this emergency public service until every commuter had a ride.
VIP's share-the-car operation was in the tradition of public consciousness which has
telped differentiate pioneer- WIP from its fellows for 39 years. And with the added im-
act of Metropolitan's new concepts, WIP is moving rapidly to the foremost audience
ition ... in Philadelphia. WIP, Metrodelphia, Pa.
I'm of the Metropolitan Broadcasting Corporation. Harvey L. Glascock, V.P. & General Manager. H. D. (Bud) Neuwirth, Sales Director. Represented nationally by Edward Petry
■
Florence merits another look
At first glance you see external beauty. Another look
reveals the market personified— an energetic industrial-agricultural
complex of 1.300.000 people— people you can effectively reach
through a single, exclusive-coverage medium:
I
^WBTW
Florence. South I
A Jefferson Standard Station
affiliated with
WBT and WBTV, Charlotte
P
V
w
^
+ SPONSOR
31 OCTOBER 1960
leps say major market share of spot radio pie is rising in '60
TOP 10 MARKET SHARE
O&O MARKET SHARE
1958 1959
A 41.5% ^ A 41.4% ( -^12.9% ( ^12.2%
liDIO STATION representatives declare that in 1960 national advertisers tended even more toward
mcentrating spot radio money in major markets, to the marked detriment of smaller ones; and to the
ming of o&o's. About 53% of the national business goes to the top 20 markets; about 60% to top 30.
VILL SPOT RADIO HIT $200 MILLION?
SRA predicts that figure for 1960, but many reps
sagree, citing 'dismal' third and slow fourth quarters
Reps are more concerned with concentration of ads
larger markets, unscientific and tv-oriented buying
hese are the weeks of decision for
t radio. A "booming" final quar-
will mean the biggest year in the
iium's history; a below-normal
rth quarter will mean that 1959's
ord dollar outlay will not be
|ched.
Dptimists among station represen-
ves, including SRA's managing di-
jtor Lawrence Webb, indicated that
y expect the last four months of
1960 to be "even better than the first
eight" — which at an SRA-estimated
$125,725,000, was 0.7% better than
1959 for the same months. "This
could be the year we hit $200 mil-
lion!"
A sizable group of reps, however,
declared that a general business slow-
down will leave the 1960 figures no
better than 1959's record $188,143,-
000 (the official FCC totals for the
sale of station time to national spot
advertisers). Other trouble spots
noted by the reps:
• A trend toward concentrating
spot radio money in major markets,
to the marked detriment of the small-
er ones. New York alone received
147c in 1959; the top 10 markets
received 41%.
• The placing of major market
money on o&o stations (plus an occa-
sional top independent). The FCC
1959 totals show that the 19 o&o's re-
ceived more than 12% of the revenue.
Spot radio representatives agreed
that even if a general economic slow-
down continues into 1961, spot radio
will be least affected on the thesis that
when advertising budgets come under
close scrutiny and the fat is trimmed
NSOR • 31 OCTOBER 1960
QUESTIONS AND ANSWERS ON SPOT RADIO
Will 1960 be another record year for spot radio? if we have a boom
ing fourth quarter we could top last year's $188 million; if not, we could be a little under
1959 — or just about the same. SRA says the first eight months of 1960 stand at $125,725,000.
Will 1961 be a gOOd year for Spot radio? If general economic conditions are
good, spot radio could go for another record year. The transfer of populations from city to
suburb, the increase in tv rates, and the scarcity of attractive television avails aid spot radio.
How will advertisers use spot radio in 1961? With more flexibility than
ever before. Most popular seem to be four- to six-week flights, spread out over a 10-week
period by means of a two-to-three week hiatus half way through; 52-week clients are still rare.
off, the specific flexibility and econo-
my of spot radio becomes more ap-
pealing.
A note of warning against too much
optimism was struck by some reps,
including Stephen A. Machcinski, ex-
ecutive v.p. of Adam Young, who
noted that because of late buying
"the activity for the fourth quarter is
not very exciting so far. You don't
have to be clairvoyant to know there
is certainly a business slowdown.
Maybe advertisers are waiting until
after the elections, maybe until the
first of the year. Whatever the rea-
son, business isn't what it should be."
He added, however, that "if we
have a booming fourth quarter for
spot radio, the SRA predictions will
end up a fact."
A major rep firm which admits
that "business generally has not been
too great — in fact, it was dismal this
summer — but it has not fallen to
pieces, either," warns that the present
state of business — dollarwise — is not
the great problem now facing the me-
dium. ("We are reflecting the econo-
my of the country.")
What must be studied, said the
firm's spokesman, is the gravitation
of so much of the time sales to
the larger markets. "Our firm has
conducted a private study which
shows that this has become a relent-
less trend, and there doesn't seem to
be an end in sight."
Why the drift to the major mar-
kets (and usually to the network
o&o's in those markets) ? Because, he
said, so many advertisers buy tele-
vision spot in major markets and use
spot radio in the same markets "when
they feel the need for all the pressure
they can get in a large competitive
area — where everyone is fighting for
the consumer."
The reps were uniformly encour-
aged about 1961. Consensus was that
the transfer of population from city
to suburb will encourage more adver-
tisers to take up spot radio in place
of print; that the increase in tv rates,
the difficulty in getting attractive
availabilities, and the steady level of
spot radio prices will encourage many
advertisers to switch at least part of
their television money to spot radio
in the coming year.
Although they are seeking advertis-
ers from all fields, indications were
that the product categories that have
led the usage charts for the past few
years will continue to do the lion's
share of advertising on spot radio —
and their efforts will increase. Auto-
mobiles, cigarettes, beer, and g
line will stay on top of the list, al
with drug manufacturers, soaps,
lines and foods.
Not only will advertisers be bu]
spot radio more in 1961, but
will be buying it differently,
marked trends developed in
which are expected to influence
course of spot radio buying for
time to come. The innovations:
While four to six-week flights
tinue to be the most popular me
of using spot radio, and 52-weel
vertisers (excepting tobacco, air
and automobile accounts) are sci
than ever, there has been a groi
tendency to spread campaigns,
example, instead of a solid s
week flight, an advertiser will g
to a market for four weeks, ta
two- or three-week hiatus, and
hit the air for the final three,
same dollars are spent.
The second trend is toward th
creasing use of 30's, 20's and V
separately or in combination
minutes — by a number of spol
counts, including Blue Bonnet,
Club Dog Food, Nescafe, Siesta
fee, United Airlines, TWA, Amei
Airlines, Church & Dwight Bf
Soda, Beech-Nut Coffee, Copenr
2,°,
SPONSOR • 31 OCTOBER
( iff, and Gulden's Mustard.
\. third trend that has definitely
c .ght on is the use of alternate-week
| edules. Mennen, Brooks Catsup
8 1 Ex-Lax are making greater use of
( hiatus in flight schedules.
| In interesting switch on this, as
r orted by The Boiling Co., is
I ployed by Duffy Mott, which has
•ered a series of flights with the
t week of a flight overlapping the
: week of the previous flight. This
o give it saturation during parts of
schedule.
Vlso this year, Boiling noted, more
g-term network radio advertisers
ch as Pharmaco) are using sup-
mentary spot.
Representatives are taking advan-
e of the good times enjoyed by
t radio to prepare sales pitches
t get back to the basic advantages
t the medium, rather than selling it
i id selling it short, some sav) as a
t plementary medium.
. idward Petry & Co. is distributing
f nanual called "How To Get More
* lue Out of Your Spot Radio Ad-
* tising Dollar" to agency timebuy-
l . According to Petry's v.p. in
c irge of radio, Ben H. Holmes, the
1 'chure contains not a single di-
I nsional radio fact. It does not
t npare radio's value with any other
r dium. nor is a single station call
1 er used.
'We've put together the manual as
t uidebook, a check list, a reference
i media men who have grown to
t ik of all air media in terms of tele-
\ on adjacencies and ratings. By
i I large buyers gravitate to the top-
l id radio stations, where, in fact,
t climate for their commercial can
Tm be completely ludicrous.
Here in New York," he continued,
I ivers hear the stations, and the
1 lest chunk of dollars goes to es-
t lished. reputable, high-quality op-
f tions. But with out-of-town sta-
t is, they don't know what they are
1 ing much of the time and go for
t numbers.
The old-pro timebuyers," Holmes
si.
move up or out to a great ex-
M, and sometimes principles and
I ctices are not ingrained in the
V;inger ones."
^ Perhaps the most important point
1 he Petry primer is the admonition
If advertisers using spot radio to
reach "everybody" are not taking
full advantage of radio's selectivity
advantages. Decide who the logical
prospects are, the manual advises,
then advertise on the stations and in
the settings that best reach this group.
NBC Spot Sales is urging advertis-
ers to take greater advantage of local
personalities in 1961 to deliver their
spots and participate in merchandis-
ing. "A good recorded spot can't be
beat," said v.p. Richard Close. "It
can get people to whistling, humming,
and tapping their feet to a commer-
cial.
"But I believe that increasingly in
1961 advertisers will recognize the
enormously effective selling-plus that
a personal approach can offer." To
do this, he said, advertisers will have
to be more selective.
NBC's spokesman also predicted
less concentration on traffic time,
which "reaches the same fraction of
audience over and over." Instead,
there will be more of a stretch
throughout the broadcast day, includ-
ing new interest in nighttime.
He also suggested that many pres-
tige advertisers who have shunned
radio will start coming back now T that
more good music and news stations
are available. "The trend seems to
point toward buying the station that
surrounds a spot with relaxed, listen-
able sound and appeals to mature,
buying audiences." Mr. Close, echo-
ing Petry, said he hopes for more
consideration of the "qualitative fac-
tors" of stations by timebuyers.
To let the timebuyer know exactly
the context in which his message will
be heard, George Skinner, director of
radio programing service at The Katz
Agency, has created a library of taped
quickie "interest" programs, designed
"to establish a climate of greater ac-
ceptability for commercial announce-
ments."
As example: A baby product ad-
vertiser can now have his message
follow immediately after a Katz-pro-
duced capsule, "Tips for Young
Mothers," 40 seconds of information
and helpful hints on child care. In
addition to the established library,
Katz is prepared to devise special "in-
terest" capsule programs for any ad-
vertiser on order, to meet his par-
ticular marketing problem.
The Boiling Co. has come up
"Decide Who You
Want To Reach . .
"By and large," says Ben H. Holmes, v.p. in
charge of radio at Edward Petry & Co., "buy-
ers gravitate to top-rated radio stations" be-
cause "they've grown up to think of all air
media in terms of tv adjacencies and ratings."
At the top-rated outlet, however, "the climate
for their commercial can often be completely
ludicrous." Radio must sell its basic strength.
And Buy Time Where
You Can Reach Him"
ingly in 1961, advertisers will recog-
nize the enormously effective selling-plui
that a personal approach can offer," says
Richard Close, NBC Spot Sales v.p. This re-
quires a more thorough study of station pro-
graming rather than just buying by the num-
bers. Buyers must "buy the station that
rounds the spot" with a sound of quality.
>f
NSOR • 31 OCTOBER 1960
with still another method of spurring
timebuyers to take the fullest advan-
tage of spot radio. Its salesmen are
working on Saturday and Sunday.
"After polling timebuvers we dis-
covered that many spend a consid-
erable amount of time working
weekends." revealed William Boiling,
president of the radio division. "Since
January of this year, our sales staff
has worked with buyers on weekends,
in the office or at home. Our week-
end selling has more than once meant
the difference between a campaign
getting off the ground in time or an
unhappy client."
The rep firm also issues salesmen's
reports to timebuyers. "In addition
to the usual notes on business placed."
said Boiling, "thev contain remarks
on the advertiser's copy line, sales ob-
jectives, desired audience profile, sta-
tion sound, programing changes, and
new research."
Carl H. Schuele, general manager
of Broadcast Time Sales, declared that
the best new method of selling spot
radio is the same as the best old meth-
od — "personal contact at the agencv
and client levels, equipped with the
facts about the stations we sell."
Rep firms will stress the effective-
ness of tving-in ads with local broad-
cast personalities. Schuele said, and
will step up pressure against the print
media.
Robert E. Eastman summed up for
all of the representatives who talked
to SPONSOR when he said. "It goes
without saying: that in 1961 all of us
should be a little older and a little
smarter and have figured out wavs
not only to sell harder but to sell
better.
"It appears to us at Eastman, from
many indications, that 1961 will be
the finest vear spot radio has ever
known — with a more intelligent ap-
plication of the medium especially in
the drug, gasoline, automotive, and
cigarette categories.
"We do not believe that business
gains happen iust through wishful
thinking or optimism. There is no
substitute for a maximum amount of
effective calls - — not bv telephone,
but face to face. Much of the
so-called 'art of selling' derives from
taking action. Something must be
done; contact must be made — right
now and continuously." ^
WHAT AIR BUYERS
^ The practice gets some raps, praise from timebuyers
who generally agree with many stations that it's wastefu
^ Study finds merchandising used more among ageiii
cies billing less than $1 million than in larger operations
I he dislike that many stations feel
about merchandising received strong
support from admen this w T eek in an
XBC timebuyer poll that contained
some verbal blasts at the practice.
When the dust had settled it appeared
however, that radio/tv buyers were
prepared to live with it and have used
it to good effect in the past.
Comments from admen indicated
general agreement with many stations
who feel merchandising practices are
a means of rate cutting and "keeping
up with the competition."
The poll is the seventh in a series
of timebuyer panels run by NBC
Spot Sales. While the results are not
meant to be projected to the entire
radio/tv ad fraternity, they are be-
lieved to be a reflection of an impor-
tant group of buyers.
Here are some of the more signifi-
cant comments from the critical sido
"Although merchandising is worth
while to the advertiser it is certain 1-
not, in my opinion, worthwhile foi
radio or tv. Which is better, a small
seldom-heeded success story to whicl
the station's merchandising effort!
have contributed, or greater profitai
bility enabling the individual station)
to improve programing, service^
etc.?" — Donald E. Leonard, direct ex
of media. Fuller & Smith & Rosg
N. Y.
"I do not believe that any advertis 1
ing medium should provide merchan
dising services on the basis currentl
being offered. The reality of mei)
chandising services in most cases
that they are in effect a form of rati
cutting. Merchandising service"
should be offered on a flat fee
and not as a bonus on a purchase J
SIZING UP their
Spot Sales; Bill Fro
•chandising study are (I to r) Frederick T. Lyons, dir. NBC Radi
mgr. new business and promotion, and Dick Close, v. p. NBC Spot S.
SPONSOR • 31 OCTOBER 196
SAY ABOUT MERCHANDISING
HOW AGENCY PANEL RATES STATION MERCHANDISING
"List the merchandising activities you consider most valuable in order of importance"
WEIGHTED RANKING*
TOTAL
Score Rank
Agency billings
over $1 million
Agency billings
Under $1 million
In-store displays
588
1
353
1
235
1
Calls on trade
360
2
197
2
163
3
Mailings to trade
311
3
141
3
170
2
On-air tie-in spots
140
4
79
4
61
4
Media tie-in ads
108
5
59
6
49
5
Billboards, poster tie-ins
86
6
40
6
46
6
I
•Computed by assigning a
s for sixth choice.
ime or space. Stations are getting
hemselves deeper and deeper into the
lerchandising picture and are using
I as a competitive sales tool." — David
. McDonald, account executive, Er-
dn Wasey, Ruthrauff & Ryan, San
rancisco.
"Biggest problem is that merchan-
dising is becoming a real expense to
cations in competitive markets.
Therefore, station managers, reps, or
Juch do not bring up merchandising
ii pitches, but later the timebuyer is
|i trouble if he finds that a competi-
pr was given a merchandising pro-
pram — especially if the competitor
|ad a small budget. Stations could
se a full-time merchandising man
rimarily for new ideas, investigat-
lg better ways to merchandise. Too
uich of it is done without thinking —
I art of a 'me too' approach, 'what-
ver the other station comes up with
r e11 come up with the same.' " — Lar-
y Hoge, media director, Doremus &
■o., San Francisco.
"Stop it. This is my personal ob-
jrvation — not the opinion of the
jgency with which I am affiliated,
lerchandising, as used in most cases
|i a case of rate cutting. The adver-
(PONSOR • 31 OCTOBER 1960
itser who hollers the loudest gets it.
A good radio or tv station should be
able to sell one thing for one price
(with earned frequency) — coverage.
It then remains for the advertiser
and/or agency to deliver a sell-
ing commercial to the proper audi-
ence. Merchandising is 'eyewash'
pure and simple. Let the stations
concentrate on selling their station to
the public and the audience delivered
will respond to good advertising.
That's why I say — stop it." — Francis
C. Gillon, radio/tv director, Hume
Smith, Mickelberry, Miami.
Most respondents, however, were in
agreement that merchandising is here
to stay, that it is on the upswing in
radio, not increasing much in tv, that
in-store displays are far and away the
most effective merchandising tech-
nique, and that radio stations offer
considerably more merchandising as-
sistance than tv, a development prob-
ably due to stiffer competition.
Some other highlights of the study :
• Merchandising has a greater at-
traction for smaller agencies (billing
under SI million) where more than
three out of four respondents stated
they always or frequently consider
merchandising when setting sched-
ules. In larger agencies the figure
was six out of 10.
• Over one-third of the panelists
reported that they have at one time
bought radio time on the basis of
merchandising first, audience second.
Less than one-fifth reported the same
for tv time.
• Nearly 60% of the panelists feel
that there is justification in asking an
advertiser to share the cost of an ex-
ceptional merchandising campaign.
• In-store displays far outranked
every other activity as the most valu-
able mechandising tool among re-
spondents.
• Over 90% of all station reports
are turned over to clients and ac-
count executives.
• About three out of four on the
panel feel that a station would benefit
from having a full-time merchandis-
ing specialist on staff.
Most of the over 200 respondents
(62%) are employed by agencies
billing in excess of $1 million. The
remaining 38% work for agencies in
the under $1 million category. The
purpose of the panel, according to
NBC, is to determine trends and cur-
DOES MERCHANDISING SELL TIME?
"Have you ever bought on the basis of merchandising first, audi-
ence second, in order to increase distribution (or for any reason)?"
Billings under Billings over
RADIO $1 million $1 million Total
Yet
\oy t
35%
38%
\o
60
63
61
Don't know
—
2
1
TELEVISION
Yet
19%
21%
19%
\n
81
77
80
Don't knoic
—
2
1
"Is radio and/or tv station merchand
Over
RADIO $1 million
sing on the
Under
$1 million
jpswing?"
Total
Increasing
47%
45%
46%
Decreasing
13
11
12
Remaining same
38
38
38
Don't know
2
6
4
TELEVISION
Increasing
30%
30%
30%
D (creasing
20
10
16
Remaining same
47
48
48
Don't knoic
3
12
6
rent problem in timebuying and pro-
vide a sounding board for theories
and buj tag pra
ona regard merchandis-
1 forced upon
them bj the competition, while others
maintain large staffs and provide ex-
The panel was asked
if they felt that a station was justified
in wiring an advertiser to pay at cost
ire th<- coal of an exceptional
(and costly) merchandising cam-
paign. Only 10% felt that the client
should pay at cost, about 57% indi-
cated that there was justification in
asking the advertiser to share the
cost.
It is interesting to note that de-
spite a number of disparaging com-
ments by panelists on station mail-
ings, this category ranks No. 3 in the
"most valuable'' list (see chart on
preceding page). Some respondents
did, however, qualify their vote for
mailings by stating, "only if unusual
or personal."
This stand received support at the
L. C. Gumbinner agencv, N. Y. "Ob-
vious form letter-type mailings,
postcard mailings are a waste of
everyone's money," said Janet Mur-
phy, broadcast media supervisor.
"An individually typed letter to key
retailers giving the exact schedule
and requesting improved or expand-
ed shelf space is great. The letter
should also point out that the cam-
paign will result in increased traffic
and sales — meaning more money in
the retailers' pocket," she said.
It was generally agreed that radio
stations offer considerably more mer-
chandising assistance than tv stations.
The fact that radio stations do offer
more help is probably due in a large
part to the greater competition in the
medium.
"On the whole, radio does a good
job of merchandising." said Edward
Papazian. radio tv media director.
Gray & Rogers, Philadelphia. "Also.
I believe that radio stations are right
in asking for contracts of 13 weeks
or more in order to give the mer-
chandising a chance to work. On the
other hand, tv has been lax in not
giving enough in the past. We hope
the situation changes in the future,"
he said.
Station merchandising has a great-
er impact on agencies billing under
fl million. More than three out of
four respondents in this category-
stated they always or frequently con-
sider the services offered by stations
when setting schedules. Six out of
10 (63^ i respondents from SI mil-
lion and up agencies always or fre-
quently consider station merchandis-
ing when buying.
Even though smaller agencies ex-
press greater interest in merchandis-
ing, more of the panelists from larger
agencies (67%) are able to attribute
product success to merchandising sup-
port in a given market. Three-fifths
of the panelists from smaller agencies
can trace results to merchandising.
Here are some comments on the
success of station merchandising from
respondents:
Ted Cramer, radio/tv director. Den-
nett Advertising Inc.. High Point,
N. C. : "We have seen tv merchandis-
ing support, through direct mail and
I Please turn to page 50)
82
SPONSOR • 31 OCTOBER 19<
HOW RADIO REBUILT AN IMAGE
^ The stolid picture readers have of the 'New York
Times' is recast via colorful copy and saturation buys
^ Copy features testimonials from sports, literary and
show business people. Circulation up 17% in four years
Wne of the more interesting media
developments in recent years is the
spirited but unheralded entry of the
I New York Times into the often-rowdy
; arena of bare-fisted circulation pro-
' motion.
That the Times has managed to
' come out of this scrap -with its gen-
tility and integrity intact is sufficient-
ly intriguing. But more so is the fact
that at a time when other advertisers
are using radio with which to build
an image, the Times has employed it
': to tear down one its proprietors had
■ so carefully nurtured since 1851. It
: will no longer do to refer to "the
good, grey Times," says BBDO, which
has been leaning over backwards to
paint the Times as a flamboyant, col-
orful paper ("It's much more inter-
esting . . . and you will be, too")
through the simple expedient of mock-
ing its very seriousness.
It is now some four and a half
years and $1.3 million later since the
day the Times busted loose on the
■ air. Since May, 1956, the Times has
run an average of 75-108 morning
spots a week on New York's WCBS,
WNBC, WABC, WNEW, WOR and
, its owned-and-operated WQXR, plus
some suburban stations in Westches-
ter County and Connecticut. Millions
of New Yorkers, habitues of the
Times as a newspaper, it's said with
understandable hyperbole, are now
making it a point not to miss the
breakfast commercials. Indeed, so in-
tensely do they listen that recently,
i when BBDO had run out of fresh
I testimonial commercials, instructing
the stations to re-schedule for three
| weeks running, an e.t. featuring ac-
Ij tress Julie Harris, irate listeners
j pleaded to "take that damned dame
I off the air."
; That its ad campaign — consisting
I ' also of magazine spreads and two-
) SPONSOR • 31 OCTOBER 1960
sheet billboards — has been successful,
say Times executives, can be shown
in two ways. One is by circulation,
which has gone up on both weekdays
and Sundays. The other is that
the Times is no longer thought of as
the straightlaced grandmother of
U. S. dailies, even if its management
eschews such promotional gimmicks
as reader contests or giveaways. (In
methods of timebuying, the paper is
still primly Victorian: it also refuses
to go with a number of other pa-
pers in swapping free space for free
radio time.)
Why should the Times, regarded by
many as the country's most influen-
tial paper, be so concerned about cir-
culation?
BBDO v.p. and management su-
pervisor Barry McCarthy puts it this
way: "Advertisers want reach as
well as quality and they are willing
to invest more money in any quality
newspaper that demonstrates vitality.
A growing Times, making impressive,
even overwhelming gains in circula-
tion, adds potency to every salesman's
bid for business."
While the Times prefers to keep its
advertising dollar figures to itself, it
SEPARATE APPEAL to select audience via suburban radic
'New York Times' campaign. Below, BBDO writers on ad drive
stations w<
Billings Fu<
one tactic used in
i (I), Edgar Marvin
,,,,.' circu-
lation -|"
Times
[sen 17%,
i in ulation Borne L0%. \t the
ts national standi
shot up from loth t . » fifth place, and
currently, the proprietor* <>f the
ire breathing down the necks
of thcii colleagues on the Philadel-
phia Inquirer and Chicago Tribune.
i \nd. as the ri\ al Iferahl-Triluine is
ruefully discovering, its weekday-
Sunday circulation has shrunk 9.5%.)
Eepeciall] worth noting arc the in-
roads the Times has heen making in
Buburbia, long the Btronghold of the
arch-Republican Trib. In using such
radio stations as WFAS, White
Plains; W ICC, Bridgeport, and
\\ PAL, Peekskill, the Times has pene-
trated the green curtain, has upped
il- siihurban weekday circulation
its Sunday circulation 22%,
while thai of the Trib has shrunk, re-
Bpectively, 8' ■ and 6%.
The "image" of being good and
grej didn't bother the Times as much
as did the finding in a survey that
while people regarded the Times as
"best" and "most comprehensive,"
the] didn't read the paper because
they felt it was "too ponderous,"
"cumbersome," and "serious."
"Frankly," a Timesman said last
week, "this was poppycock, for our
editorial product today bears little, if
any, resemblance to the paper as it
was 10 years ago. We are flip, we
are light, we play with words and
ideas. We had to get this true image
across to New York."
While this thinking was taking
form, BBDO had a copywriter sitting
in the city desk bullpen, reading the
bulldog (early -bird) editions from 11
p.m. to 2:30 a.m., five nights a week,
batting out brief commercial teasers
for stories due to appear that morn-
ing. Copy was cleared by the night
editor, mimeographed and stuffed in
envelopes, then dispatched into the
bowels of the Times building where,
at 5 a.m., messengers would speed
the commercials to the radio stations
carrying the Times advertising sched-
ule.
BBDO radio/tv copy v.p. Richard
J. Mercer regarded this technique as
"too tiring" for his cubs; what's more,
the rival Trib soon started copycat-
ting this gambit, so the Times
dropped it. In its stead came a num-
ber of other light-hearted air copy
approaches, of which the most suc-
cessful was — and still is, for that mat-
ter — the celebrity testimonial. As
Mercer and his chief, Art Bellaire.
saw it, it would not do to have celeb-
rities on the air for the sake of being
celebrities, reading pre-packaged copy
(Please tarn to page 50)
TIMES' RADIO COPY RECASTS PAPERS' IMAGE
OGDEN NASH
Our postmen on their daily rounds
Are nipped and nibbled by hostile hounds.
When nipped and nibbled below the knees
They quietly murmur, Stop it please,
But when nipped just below and behind their belts
I am afraid they murmur something else.
ANNOUNCER
You are listening to the famous poetic humorist,
Ogden Nash.
MR. NASH
The verse was prompted by a piece I read in the
'New York Times a while back. Seems 5,800 mail-
men were bitten by dogs last year. And as the
'Times' put it — "the U. S. is ready to snap back."
They've called in chemical companies to try and
develop dog repellents . . . even have clothing
manufacturers working on bite-proof materials.
Fascinating story. Full of facts and yet pleasant
reading. Sort of thing the 'Times' does awfully well.
Can't think of another newspaper would write a
line like— quote: "The government has announced
a campaign to discourage man's best friend from
sampling its employees." Marvelous paper. Read
today's 'Times.' It's so much more interesting . . .
and you will be, too!
PEE WEE REESE
The Dodgers play three games in Jersey City and
they win three. Yet the fans are riding us all the
way. Even after we pulled that last one out of
the fire.
ANNOUNCER
The speaker is "Pee Wee" Reese, captain of the
world champion Brooklyn Dodgers.
PEE WEE REESE
Couldn't figure it out. And then, I picked up my
copy of the 'New York Times'— and there's the an-
swer: a whole article by 'Times' reporter Bill Conk-
lin. Starts right out with the question we're all
asking: "Why do they boo the Dodgers in Jersey
City?" And then it gives the answers. Quotes every-
body from fans in the bleachers to local bartend-
ers. Conklin even called Washington to interview
a Hudson County Congressman on the subject. I
read the print right off the page on that story. It
was the kind of thing the 'Times' is great for. The
'Times' doesn't stop at what happened— it tells you
why . With us and Jersey City— the answer turned
out to be simple: place is a hot bed of Giant fans.
Me? I'm a 'New York Times' Fan. How do they put
it? "Wake up to the 'Times'." Good move. It's much
more interesting . . . and you will be, too!
34
SPONSOR • 31 OCTOBER 196C
Robert Mohr opened watch outlets
BOB MOHR PUT TIMEX ON TOP
^ Mohr, a 'self-winding' merchandising man, changed
distribution methods in the low-priced watch industry
^ Timex, sold through drug, tobacco, novelty chains,
will up tv budget in '60-'61, and keep using specials
I he man behind the dynamic sales
success and unique distribution of
Timex watches has little time of his
$wn. Robert E. Mohr, vice president
and director of sales, U. S. Time
Corp., is on the go almost as much as
a self-winding watch.
Mohr, a soft-spoken but incisive
executive, is known in the industry
as "Mr. watch-merchandising whiz."
It was his exposure concept to place
Timex watches in drug and tobacco
stores, as well as in jewelry outlets.
Years before Timex began its now-
famous torture test tv campaign,
Mohr and other Timex salesmen,
"legged it" around the country, set-
ting up dealerships and distributor-
ships.
"Mohr brought Timex to the top,"
W. B. Doner & Co. (Timex agency)
president Sidney Garfield told SPON-
SOR. "In order to make the adver-
tising work, he had to have the de-
sired distribution, and that's what
he went out and got," said Garfield.
Timex entered network tv in 1956
with one-third sponsorship of the
Steve Allen show. This season Timex
will spend $3 million on network tv,
all in specials. This is a $1 million
boost over 1959's budget, and makes
Timex the No. 1 network tv watch or
jewelry advertiser.
In the last 10 years Mohr has seen
Timex grow to where it now sells one
in three watches a year. Although
nearly half of Timex's distribution
today is in jewelry stores, the other
half is in drug and tobacco outlets,
department stores and novelty chains.
Half of Timex's in-store sell is
through displays which are supplied
with each order.
"Timex doesn't just sell watches to
retailers," a U.S. Time spokesman
said. "It sells watches and displays."
The displays "speak for themselves,"
where drug and tobacco retailers
may be inexperienced or uninformed
in the timepiece area. Usually fea-
tured is John Cameron Swayze.
Timex's No. 1 spokesman, who nar-
rates all of Timex's torture test tv
commercials.
In addition to being a revolution-
ary boon to the watch business,
SPONSOR • 31 OCTOBER 1960
35
Timex was t. entlj accredited with
sibk foi providing
Btabilil nd strength to tin- whole-
sundries department,* 1 by a
tde magazine.
I S. I une t lorp. *™ started in the
mill-' l'i"> when Joachim I.chmkuhl,
it- president, negotiated the merger
..f the \\ aterburj Clock Co. and the
Robert H. [ngersoll Co., producers of
the Ingeraoll watch, the Mickey
watch, and other character
models. I , S. lime -till produces
seven character watches.
Mohr joined I . S. Time in 1946
.:• ■-man. Hi- uas made direc-
tor i.t Bales in 1051 and elected a di-
rector of the corporation in 1056. In
August, 1958 he received his present
PAUL WINCHELL is featured on first Timex
"All-Star Circus Special' of the season Oct. 21
TORTURE-TEST commer
tinued this season with John Cameron Swayie
as pitchman. Here Timex watch is about to un-
dergo rough treatment attached to pile-driver
position ami title. Mohr also super-
\i-i- and approves all advertising.
Prior to joining U. S. Time, he was
a territorial representative with Stan-
dard Oil of \. J.
Timex's idea from the outset was
to offer a quality product that would
require minimum care, incorporate
the latest styles, and merchandise
them in a variety of colorful display-
units. There are now 45 models on
the market, ranging from $6.05 to
S10.05.
Timex plans to launch its electronic
watch early in January, 1061, priced
somewhere between S30-40, consid-
erably lower than the reported prices
of battery-driven watches planned by
several competitors. The electronic
models also will be marketed in drug
and tobacco stores.
Mohr charges Timex's sales success
up to "gradual increase" or taking
things slowly. "All we really did
over the past 10 years was add to the
basic watch. All the characteristics
of a higher-priced watch were incor-
porated into a popular-priced prod-
uct," he said.
He forecasts that 40 million
watches will be sold bv r the industry
within the next decade. Unit sales
hit S20 million in 1050, of which 13
million were in the S20-or-under price
category. Watches are no longer an
exclusive jewelry item," Mohr con-
tends, "they're a necessity which
should be as widely available as other
necessities.
"And a watch is becoming as
changeable as fashion, sales statistics
and patterns show," said Mohr.
"Women," according to Mohr, "can
now r afford to own several watches to
match their costume needs. Many of
the fashion-conscious already own
one watch for dress, one for work
and another for outdoor activities."
Mohr maintains the most important
single factor which bulwarks all other
sales influence is pricing. "The
steadily lowering price of a watch in
the past decade is a result of the
manufacturer's ability to make more
watches, the retailer's ability to sell
more watches, and the consumer's
abilit) to buy more watches," Mohr
said.
"The key now is high unit sales
where formerly the retailer point of
\ iew was a single unit 'big ticket'
item. It proves again the basic axiom
of American business — make and seln
more at lower prices and thus increase
profits," he said.
The people who work with Robert
Mohr respect him on two counts: He
has virtually made their company
into a success, and is at all times a
gentleman. His competitors, too. ad-
mire Mohr's professionability. "Bob
Mohr is a man who really knows his
stuff/' the ad manager of one of
Timex's top competitors told SPONSOR,
"and he commands the highest re-
spect in the industry."
This year there are 11 tv network
specials planned "and probably more
to come," he said. Of these, there
are six NBC white papers. 60-minute
public affairs programs. "This is our
first entry into public affairs pro-
graming, but, as in the past, we are
still trying to reach the broadest pos-
sible public." In addition. Timex
has lined up Red Skelton specials and
circus programs, the first of which
was telecast Oct. 21.
Timex also has expressed interest
in backing an hour-long program on
the controversial cancer drug krebic
zen, but as yet, has not locked up a
network time slot.
"Specials, we feel, have high im-
pact and we do a lot of hard selling.
We believe the public would better
remember the name Timex with spe-
cials, than with a w'eekly series,"
Mohr said.
"The proof of our success with
specials is that we're back this year,
with an extra SI million in our bud-
get, where many r other advertisers
have dropped out of specials in favor
of series," he said.
Mohr pointed out that Timex mea-
sures its tv impact by responses to
questions on guarantee cards that
come with each new watch. In addi-
tion, these cards also ask new Timex
owners how often they buy watches,
how many they own, and other ques-
tions of marketing value.
Timex's network tv commercials
this season will still be of the torture
test variety with John Cameron
Swayze on the pitch side. Latest
"extreme" to prove that "Timex takes
a licking but keeps on ticking" is
bolt of lightning shot through
Timex attached to a telephone pole.
The case is scarred and black but the
watch is . . . you guessed it . . . still
ticking," said Mohr.
SPONSOR • 31 OCTOBER 1960
9
th
annual
farm
report
FARM RADIO AND TV
he total number of farms is dwindling, but the
individual farm and farm family are richer than
ever before as land and property grow with mer-
gers and as production and income increase. This
ninth annual farm section traces how advertisers
are turning to tv and radio to sell this pros-
perous farm market. Radio penetrates 98% of all
farm homes; tv, some 73%.
Tv/radio and the market: There are 1,472
radio stations and 165 tv outlets which broadcast
farm news and information specifically to the farm-
er. Their objective: To make his occupation — new-
ly termed agribusiness — more pleasant and more
profitable. There's new awareness of clients who
make general consumer items as well as specialized
rural or farm goods that the farmer should be ap-
pealed to both as a consumer and a producer.
Functioning in both these roles, farmers this year
will have an annual income of some $50 billion.
SPONSOR • 31 OCTOBER 1960
NATRFD Selling: Most cohesive news and
sales group in farm broadcasting is the National
Assn. of Tv and Radio Farm Directors with some
200 station farm director members. Pres. Wally
Erickson, KFRE, Fresno, Calif., outlines trends.
CaSe hiStOrieS: Reports from two major na-
tional farm market advertisers — International Har-
vester with its spot radio and Massey-Ferguson with
network television — point up patterns which small-
er clients can use with equal effectiveness. Among
these pointers: use of strong broadcast farm person-
alities giving usable information on markets, prices.
harm DaSICS: New government information
from the 1959 Census of Agriculture gives updated
data on such trends as the lowered number of
farms with an increase in individual farm size and
far greater valuation of farm land and buildings.
37
MULTIFLE PRODUCT LINE of Myzon Labs., Chicago, is advertised on radio in 52 markets. Company has developed many new items in
poultry-animal health and teed supplement line, uses radio to expand distribution and to make sales. Dr. Thomas H. Vaughn (r), Myzon presi-
dent, shows product display to Edwin R. Peterson (I), senior v. p., Keystone Broadcasting System, which carries Myzon advertising on its network
FARM SPONSORS AND MARKETS
CLIENTS SELL FARM, CONSUMER
^ Advertisers interested in reaching over four million
(arm families hypo use of air as the 'personal' media
^ Wide range of products and services are sold to
the fanner as (1) a consumer and (2) a businessman
■ r<>l>;iU\ no single group in the
population has benefitted more from
lli<- advances in radio broadcasting
ih. in people "ii the land."
I In- measure of radio's towering
ni La) lie Hcatv, chief
<>f the Radio and Television Service
of the information office of the U. S.
ire. II.- terms
ili>- medium '"a workhorse of agricul-
tural communii ations, In ingin
avail-
able on a day-in-, day-out, work-a-day
basis."
He traces, too, the development of
radio to its current rate as a "per-
gonal" medium as it has "yielded the
family gathering places to the televi-
sion set." His summary of the im-
part of ihese two broadcast media on
the farming community and the farm
famil) is implicit also in the attitudes
of advertisers — national, regional and
local, alike — in all product lines.
Every year a growing number of
clients buy into the farm market for
their general products as well as for
their more specialized farm and rural
items. With the emergence of tele-
vision, the buying pace in many cases
is beginning to equal that shown in
radio for the past three decades.
The number of tv markets, of
course, is necessarily smaller than the
number for radio. At this point, ac-
cording to the USDA, there are 1,472
radio and 165 tv stations carrying
news specifically aimed at interesting
the farmer. Layne Beaty, in the new-
ly issued 1960 Yearbook of Agricul-
ture ("Power to Produce," available
from the Superintendent of Docu-
ments, Washington 25, D. C, for
$2.25), estimates that television
reaches 73% of all farm homes, ra-
dio, more than 98% of these homes.
SPONSOR o 31 OCTOBER 1960
TELEVISION, a growing factor in marketing-media plans of buyers, reaches into 73% of all
farm homes. Handling this commercial for Swift livestock feed supplements is "Cotton" Joe
Smith, KGNC-TV, Amarillo, Texas. National NATRFD includes 59 tv stations in 29 states
RADIO reaches 98% of all farm homes.
Typical remote shows Jim Rutherford (I),
pres., Kansas City Livestock Exchange, inter-
viewed by George Stephens, farm director,
KCMO, Kansas City, for Midwest feature
PRODUCTS WITH TV AND RADIO
No other national or local adver-
tising media can begin to match this
kind of quantity circulation. And,
say broadcast proponents, other farm
media can't match the other advan-
tages of tv and radio: immediacy,
flexibility, persuasiveness, mobility
and — perhaps most important — the
personal influence and effectiveness of
the station farm director.
The farm director occupies a
unique niche in the realm of broad-
cast and of personal selling. He has
been or is a practicing farmer; he is
well respected and influential in his
community; he takes personal inter-
est in advertising messages and de-
livers live commercials enthusiasti-
cally and emphatically (almost al-
ways after screening products and
claims). He's known nationally as an
RFD, initials taken from the familiar
R(ural) F(ree) D(elivery) phrase
and from the old Radio Farm Direc-
tors national organization. Today,
the group is known as the National
Assn. of Television and Radio Farm
Directors (for separate story on this
group, see page 40).
Probably the most important role
of this farm director is as a profes-
sional in agribusiness, the new term
applied to the business of agriculture.
Today's farmer is a businessman, and
— in line with the national trend in
other occupations — the farm busi-
nesses which survive are getting big-
ger.
The number of farms is declining.
Today they number about four mil-
lion in comparison with six and one-
half million at the end of World War
I. But because the land mass for
farming remains constant — about one
billion acres — this means the individ-
ual farm is getting bigger. And it
means the fanner's material growth
and expenditure are expanding. The
farmer who formerly used one har-
vester now needs three; the one who
rented a cotton picker now buys one.
Today's average farm investment is
$43,723, with farmers adding an av-
erage of $1,000 annually to their
capital investment. Farmers' assets
have risen to a peak of $208 billion,
and almost 90% of this (88%) is
debt-free. Gross income for farmers
last year from all sources totaled
$46.3 billion, with a projected aver-
age for the next five years of $50
billion annually.
Thus farming is big business in
every sense of the word — and a grow-
ing business. Analysis of the chart on
page 44 will indicate the value per
SPONSOR • 31 OCTOBER 1960
I , i J. value per farm in
These
5. liureau
- 1 on ill-- latest 1959
i( ulture. Data for all
i are no! jrel completed.)
Other <liart« adjacent to the one
died above (ho* trenda in ownership
..f heav] equipment and home appli-
u well as the predominant
• commercial farms on a state-
bjr-etat<
The trenda emerging show:
• \ greater penetration of equip-
ment ownership on such items as tele-
phones, home freezers and cars even
though the number of farms is dwin-
dling
• \ higher value on land and on
farm buildings.
• Diversification of farm produce
■pei dairies with a marked concentra-
tion, however, on one type of farming
(such as livestock, fruit-nut, etc.!.
Because of the many local and re-
difierences in the products pro-
duced by farms, radio and tv have
distinct advantages in matching their
flexibility and professional farm staffs
to the community need. A tobacco
grower's farm problems are vastly-
different from those of lumbermen in
the Pacific Northwest. And a sow
breeder in the South has no interest
in what Holstein breeders in the West
are doing.
These regional variations create
marketing complexities for advertis-
ers, and for development of their sta-
tion line-ups. A general advertiser of
fencing material, for example, can
use a broad-sweep approach to media
selection and copy content because
most farmers need fencing. But the
producer of a poultry feed supple-
ment must narrow his marketing tar-
get to those areas from which the
greatest number of chickens are pro-
duced.
There are several regional farm
groups of stations geared to meet the
problems of isolating markets and
sighting the specific farm targets.
And station representatives, of course,
cooperate in this kind of pin-pointed
announcement slotting on a spot ba-
sis.
The four wired radio networks
adapt to these advertiser needs in
splintering off regional networks from
the basic network Une-up.
The largest farm radio network in
the country is that of the Keystone
Broadcasting System, which head-
quarters in Chicago and has 884 affi-
(Please turn to page 60)
NATRFD SPARKS MAJOR CHANGES
WALLY ERICKSON, farn
Calif., heads natio
ES roadcast's most cohesive group of
communicators is the National Assn.
of Television and Radio Farm Direc-
tors — the famed RFDs — who number
almost 200 active farm specialists
working at 59 tv stations in 29 states
and at 135 radio stations in 35 states.
These men have been or are work-
ing farmers who know the character-
istics of the land and its farming
people in each section of the U. S.
That's why they're in demand by na-
tional, regional and local advertisers
to handle client advertising. This is
usually done on a "live" basis be-
cause the product or service gets the
additional psychological and sales
value of being tacitly or overtly en-
dorsed by a neighbor for whom farm
people have personal and business
respect.
The president of this group is
Wally Erickson, RFD at KFRE, Fres-
no. Calif., who comments the associa-
tion is making moves "to keep up
with the dramatic change in agricul-
ture itself." Among these moves:
1. Altered approaches to meeting
community needs. "In many areas
where farming districts are bordered
by heavy urban populations, TRFDs
are including program segments de-
signed for the city audience. They
give consumer tips, gardening hints
and interpretation of agricultural
news for city dwellers," says Erick-
son.
2. Increased sales promotion ef-
forts. Bob Nance of WMT, Cedar
Rapids, la., heads a committee which
reports commercial successes in farm
broadcast media to agencies and ad-
vertisers. Says Erickson : "This effort
has paid off in many new sponsors,
and we expect to accelerate this drive
in the year ahead."
3. Expanded membership. The or-
ganization now numbers 624 mem-
bers in various categories. .Among
them are many active and associate
members from government and edu-
cational institutions, commercial and
manufacturing firms, advertising
agencies, station rep firms, networks
and farm organizations.
Erickson. in a recent speech before
the National Agricultural Chemicals
Assn., made several strong points
which he is expected to re-stress at
the upcoming annual NATRFD con-
vention in Chicago on 28 November.
Pointing out that the farmer occupies
most of the livable land mass of the
country yet represents "less than 10°c
of the total population." he called
(Please turn to page 62 i
SPONSOR • 31 OCTOBER 1960
FARM RADIO SPONSOR REPORT
Why International
Harvester uses radio
^ Long-time farm radio account continues in broad
sweep effort of sponsoring RFD's throughout country
^ It likes the pluses of personal identification and
basic understanding of farmers' problems in each area
i^ CHICAGO
| he farm equipment division of
International Harvester Co., for more
than 25 years one of the most con-
sistent, substantial users of radio, cur-
rently invests about one-fourth of its
total advertising budget in this ad
medium (sponsor estimate, about
$650,000).
This IH division, through its Chi-
cago agency, Aubrey, Finlay, Marley
& Hodgson, has had 52-week cam-
paigns running concurrently in as
many as 151 RFD (Radio Farm Di-
rector) markets. (This client-agency
relationship is one of the oldest on
record, IH having been in the shop
I 1 for 37 years, a year after James T.
!• Aubrey founded the agency as Au-
: brey & Moore, Inc. in 1923.)
The bulk of Harvester's farm radio
i budget is devoted to programs using
\ the radio farm director's franchise
with the listening public. Less than
LOCAL-LEVEL INFLUENCE, key to success of International Harvester's use of the local
Radio Farm Director, is discussed by (I to r) J. I. Pettit, IH sup., farm eqpt. adv.; Jim Hill,
assoc. RFD, WCCO, Mnpls.; Don McSuiness, v.p., farm grp. sup. at AFM&H agency, Chicago
five percent of IH programing is han-
dled by other than RFD's. These are
usually news and weather strips in
markets where "satisfactory RFD's
are not available," says an agency
representative.
Harvester's methods of using radio
have ranged through the years from
sponsorship of 15-minute news strips
in the 1930s to short flight participa-
tions in farm programs at peak sales
seasons.
Because of the number of products
in the IH farm equipment line, the
marketing problem is complex. It is
further compounded by geographical
and seasonal agricultural factors.
• IH sells 219 types of basic mod-
els, not counting variations and at-
tachments, or the 23 basic tractor
models.
• Geographically, there are eight
major agricultural areas, each requir-
ing different kinds of machinery, plus
DIXON HARPER, farm pro at Aubrey, Fin
lay, Marley & Hodgson agency, Chicago
many smaller areas that need minor
equipment variations.
• Seasonally, the different farm
operations carried out through the
nation vary all across the calendar.
Harvester's strategy for meeting
this intricate marketing situation in-
volves the use of various devices to
reach prospects for farm equipment.
These include: national, regional and
state farm magazines, direct mail,
outdoor, radio, tv, newspapers, in-
store posters, catalogues and field
demonstrations.
But RFD's are the bulwark of IH
advertising. According to D. C. El-
liott, manager of farm equipment
consumer relations for IH, "It would
be difficult to conceive a complete
marketing program for farm equip-
ment without RFD radio. IH buys
more than time. We buy influence
when we buy Radio Farm Directors'
programs."
At the agency, the bulk of IH's
farm equipment division account is
handled by Dixon L. Harper, radio
farm director for AFM&H. Harper,
who has been with the agency for five
years, has come up the RFD route all
the way. He worked as RFD at
WIOU, Kokomo, Ind., and WLS, Chi-
cago. Speaking of Harvester's radio
strategy, he says, "The RFD person-
alizes the sales message that may
have gained exposure via other me-
dia. Frequency of impression is ac-
complished by reflecting the same
product copy themes on radio as are
featured in print."
Through the years, Harvester's
farm equipment division has changed
its marketing strategy to keep up with
(Please turn to page 62)
41
FARM TV « . ONSOR REPORT
Why Massey-Ferguson uses net tv
^ Chicago machinery account typifies growing trend
ol national clients to use tv as demonstration medium
^ This account likes to reach city folks as well as
fanners, even though its product line is solely rural
by GWEN SMART
- CHICAGO
In 1912 when the FCC issued its
famous "blue book" recommending
(among other requisites for station
license renewals) the establishment
■ .I strong farm departments and the
use of radio farm directors, farm
broadcast ud\ertising acquired its
firsl prominence and stature.
Their vehicle: Today on the Farm, a
weeklj half-hour on Saturday (7 a.m.
clock time) , over NBC TV.
The show, live from Chicago, pre-
miered on 1 October in an atmos-
phere rife with cynical comment from
other sectors of the farm advertising
fraternity. Foremost among these
were such skeptical queries as:
• Why use network tv to reach the
CLIENT'S NETWORK TV CONCEPT
THE VEHICLE: "Today on the farm," aired Saturdays
at 7 a.m. in each locality on more than 120 NBC tv
stations. Popular singer Eddie Arnold hosts a format
including farm and general news, women's features
THE ADVERTISING GOALS: To reach the farmer and
his wife on behalf of company's tractors and com-
bines with a 52-week campaign estimated to cost
more than $2 million-a farm advertising innovation
This year ma) mark the latest sig-
nificant milestone in farm broadcast-
tnajor network tv programing
for the farmer.
Instigators of this new farm adver-
concepl ,nc \lu-~r\ -Ferguson,
world's largest manufacturer of trac-
d self-propelled combines, the
network sponsor, and its agency,
by, ( hicago.
specialized farm market which is
highly diversified both geographical-
ly and seasonally?
• From a dollar point of view, is
network tv a practical means of
reaching the shrinking farm market?
• Will the farm family watch tele-
vision at 7 a.m. on a Saturday?
Although Massey-Ferguson and
NL&B acknowledge their 52-week
undertaking is a pioneer step in agri-
cultural advertising, their attitudes
toward reaching the farmer at the na-
tional level are optimistic.
Stanley S. Roberts, Massey's gen-
eral manager of advertising and sales
promotion, puts it this way: "We are
convinced network tv is the right way
for us. We don't care how others in
the business might criticize us for
breaking with tradition."
Before embarking on the more
than $2 million network campaign,
the client and the agency carefully
planned for their current venture
from a successfully established base.
Massey-Ferguson is no newcomer
to network tv. It has sponsored Red
Foley's Jubilee, USA (ABC TV) on
Saturday nights since January, 1959.
In Canada, too, Massey uses network;
Don Messer's Jubilee on CBC, a Mon-
day night show similar in format to
Jubilee, USA. Although the Jubilee
shows contain more general audience
fare than Today on the Farm, they
are both rural entertainment main-
stays.
"We don't think there is any such
thing as 'waste circulation' ", Roberts
says. "Network tv's wide audience has
made friends for Massey-Ferguson
with people of all ages and in all
walks of life. Not all of them are in
the market for tractors, but they do
know us, and judging from their re-
sponses, they like us — they know
we're good people to do business
with. Our theory is this: the more
people we reach — with whom we es-
tablish empathy— the better for Mas-
sey-Ferguson in the long run."
Prior to the start of Massey's first
network tv last year, NL&B's broad-
cast facilities department carefully
plotted station coverage figures
against the client's sales potential,
with emphasis on primary dealer lo-
cations. The same pattern was fol-
lowed this summer, correlating NBC
TV affiliates' coverage against Mas-
sey's current marketing profile.
A total of 192 stations was includ-
ed in Massey's original order. By 1
October, date of the first show, slight-
SPONSOR • 31 OCTOBER 1960 i?o\
ly more than 120 stations had cleared.
NBC's Today has had some bear-
ing on Massey's sponsorship of To-
day on the Farm. An NBC TV sur-
vey of the Today audience, Monday
through Friday, indicates that 13%
of its viewers are farmers.
But the element of risk involved in
this farm-network pilgrimage is well
recognized by the client and the
agency alike. According to George
W. Oliver, NL&B v.p. and Massey-
Ferguson account executive, "Our
faith in the outcome of Today on the
Farm is not based primarily on any
surveys or on any guaranteed audi-
ence for the 7 a.m. Saturday time
slot. Although we expect to pick up
some of the Today audience, we hope
to build our own substantial follow-
ing by offering the farmer a new di-
mension in entertainment and in
graphic, concise information not pre-
viously available to him in any other
medium."
Integrated into a variety format,
and hosted by Eddie Arnold, Today
on the Farm features Alex Drier pro-
' viding national, international and po-
litical news, with Carmelita Pope
1 covering the woman on the farm.
Farm flavor is given also by Mai
| Hanson, a former RFD (WOW, Oma-
1 ha) who handles farm features via
! filmed interviews with agricultural
il experts around the country who dem-
onstrate the latest techniques and de-
velopments in crop and livestock
i progress.
John Scott Keck, NL&B v.p. and
j director of tv/radio programing, has
: this to say of the show. "The prime
purpose of Today on the Farm is not
to educate the farmer but to present
entertainment and authoritative in-
; formation appealing to the entire
farm family. Future Farmers of
America and 4-H activities will be
highlighted, along with features of
interest to the farm wife. It is not
j Massey's intent to duplicate daily
I farm market reports or to re-hash
j| last week's news. It does intend to
! demonstrate up-to-the-minute prog-
|| ress in all phases of agriculture for
,|j increased farm production."
To stimulate enthusiasm and create
excitement at the regional and branch
managerial level, a new promotion
within the Massey-Ferguson organi-
zation was arranged to announce
plans for the show.
A closed circuit telecast originating
from NBC Chicago in September was
beamed to 27 regional and branch
managers. On the set for this "teaser-
cast" were 27 vacant chairs, each one
bearing the name of a man in the
closed circuit audience. Roberts in-
vited them to Chicago the following
week to witness "an important event."
It turned out to be a live preview of
the show, and a tape was made for
each manager to take back with him
for use at district-dealer meetings.
At the audience level, the show was
promoted by Eddie Arnold via per-
sonal appearances on other NBC pro-
grams, both radio and tv.
Since determining that network tv
is the most effective route for them,
Massey-Ferguson has, of necessity,
drastically revised its ad budget.
"We'd like to be able to do some
farm radio, too, this season," Roberts
says, "but to accommodate our net-
work tv commitment, we can't. In
addition, we've had to dispense with
such peripheral efforts as theater
trailers, hand-out literature, P-O-P
material, sales aids and promotions
and color movies for dealer use."
Commercials used on the show are
of two types, according to Roberts:
NET TV SHOW sponsored by M-F is Today
on the Farm via NBC. At left: (I to r) James
S. Cominos, v.p., tv-rad. prog., NL&B, Cgo;
Bob Aaron, NBC net day prog, mgr.; Star
Eddie Arnold; S. S. Roberts, gen. mgr., adv.,
sles. prom., M-F. Above: Women's angles are
handled by Carmelita Pope. With her, (I to
r) Ward Dworshalc, M-F mrlctng. dir.; J. A.
Wiclcizer, M-F gen. sles. mgr.; Sidney Wal-
lach, M-F ad mgr.; J. S. Keck, v.p., tv-rad,
prog, dir., NL&B; G. W. Oliver, v.p., NL&B
"Heart and product."
Heart commercials dwell on the
good-life-on-the-farm theme, devoting
nostalgic emphasis on the heritage of
the land from generation to genera-
tion.
"To call the heart commercials 'in-
stitutional' is naive," says Roberts.
"The best institutional ad is a good
product ad, and vice versa."
Product commercials feature some
dramatic cinegraphic effects of trac-
tors at work, demonstrating product
durability, pride of ownership.
At sponsor press time, Today on
the Farm is completing its fifth week,
and Stanley S. Roberts expresses high
hope for its future: "We fully expect
our network effort to help us continue
increasing Massey's share of market
which has risen steadily for the past
three years. We attribute much of
the gain to our previous network ad-
vertising. And we expect to break
more patterns as well as create new
ones — new patterns in farm viewing
habits. We feel there's no medium
so dramatic as television, and that
our audience will be built on this
premise: The farmer will feel he's
missing something vital if he doesn't
watch Today on the Farm." ^
! SPONSOR • 31 OCTOBER 1960
FARM MARKETING
Total farms are dwindling but acreage and value are rising*
Average age
Income exceed-
ing farm prod-
ucts sold
I ol.
33,390
58.4%
1,162.4
$58,417
$ 55.43
48.9
$ 8.812
( onn.
8,292
28.2
106.7
43,387
421.05
52.8
3.647
Ida.
33,667
28.7
451.6
48,114
127.25
48.7
10.239
III.
154,640
84.7
196.1
64,076
319.05
49.4
35.765
Ind.
128,160
80.4
145.2
40,006
266.29
50.7
49,914
lo.
174,707
94.3
193.6
49,883
252.26
47.6
22,883
Kant.
104,345
95.5
480.6
49,095
100.56
50.4
24,742
Me.
17,360
15.5
177.5
14,620
82.93
52.0
8.663
Mass.
11,178
22.7
102.2
30,037
304.55
53.2
4,877
Minn.
145,662
60.1
211.4
33,373
154.81
48.1
27,262
Mo.
168,673
74.9
196.6
21,706
110.46
51.6
63,008
Mont.
28,957
68.7
2,214.3
71,593
36.95
48.9
5.861
JSeb.
90,475
97.4
527.8
47,804
88.76
48.0
10,228
Nev.
2,350
15.6
4,669.5
107,840
37.99
49.9
926
Y. H.
6,542
19.5
171.9
18,013
106.29
52.8
3,624
A. Y.
82,355
44.0
163.8
23,128
143.60
50.9
29,638
IS.D.
54,928
93.3
754.9
39,551
52.22
46.9
4,639
Ohio
140,353
70.6
131.9
32,704
244.73
50.9
59,819
Ore.
42,573
35.1
507.0
41,684
93.80
51.3
21,622
R.I.
1,395
20.4
98.9
32,433
418.34
52.7
567
S.D.
55,726
92.2
804.7
41,610
52.37
47.4
6,077
Utah
17,811
24.1
712.4
39,714
72.18
50.1
8,484
Vt.
12,099
49.6
243.4
19,606
80.34
50.4
3.880
H ash.
51,575
44.0
363.9
44,018
148.74
50.3
26,244
Wis.
131,215
60.4
161.2
21,288
131.78
48.8
30,072
M yo.
247
63.1
7,004.0
119,697
18.56
52.4
61
e been completed.
'"'"WHIWIIIM^
SPONSOR • 31 OCTOBER 1960
FARM MARKETING
Number of commercial farms in key markets and what they produce*
Field crops
(does not include
Vegetables
TYPE OF FARMS
general commercial or non
Fruit-nut Poultry
commercial farms)
Dairy
Livestock
Total
commercial
farms
Col.
8,238
360
629
465
2,142
11,297
26,152
Conn.
323
197
184
1,472
2,416
248
5,381
Ida.
8,202
126
263
245
5,521
5,958
25,575
III.
58,795
513
450
1,117
11,217
42,476
123,305
Ind.
26,804
517
230
3,146
10,866
32,456
83,930
Io.
31,251
122
65
1,814
11,363
96,182
154,330
Knits.
40,045
136
45
549
5,201
30,219
83,100
Me.
2,478
162
407
2,245
3,257
339
9,791
Mass.
254
403
564
1,563
2,808
433
7,154
Minn.
28,441
312
85
2,273
43,225
28,240
120,324
Mo.
26,529
147
293
2,179
16,524
52,688
106,685
Mont.
9,685
20
91
112
1,111
10,870
23,524
Neb.
31,267
55
25
418
2,350
38,506
80,850
Nev.
62
22
31
159
1,056
1,621
N.H.
35
51
113
888
1,798
238
3,418
N. Y.
2,524
1,664
2,694
3,677
39,089
2,827
56,728
N.D.
28,684
1
232
2,294
14,212
50,415
Ohio
21,524
762
878
3,052
22,196
24,580
85,035
Ore.
3,320
852
2,744
1,436
3,439
6,176
22,795
R.I.
46
76
35
284
420
45
1,086
S. D.
6,353
10
339
2,617
36,099
49,687
Utah
919
95
259
690
2,665
4,851
10,944
Vt.
43
25
67
259
7,928
417
9,137
Wash.
7,107
820
4,520
2,017
5,933
4,560
28,152
Wis.
3,131
788
481
1,557
86,338
9,950
106,703
Wyo.
211
217
•Source: Dept.
of Commerce, 1959 Census
it Agriculture. Figure
of farms reporting.
SPONSOR • 31 OCTOBER 1960
FARM MAR* ?.TING
Key ates show percent of specially equipped farms is rising*
■ ■'■,":::::!i::raiiiii!:![iiiii!:':i!:::i;!;: , : , :::! , !J!;:::::i
NO. OF
FARMS TELEPHONE
IN NUMBER OF FARMS REPORTING
HOME TRUCKS
FREEZER (MOTOR)
TRACTORS
CARS
IDAHO
1<).V)
1954
33,667
38,740
27,452
26,133
22,460
16,718
27,104
27,240
28,760
30,807
30,242
32,960
ILLINOIS
1954
154,640
175,543
128,270
129,400
108,169
89,662
99,592
91,391
138,437
147,890
141,890
152,194
1959
128,160
153,593
106,546
110,756
89,133
77,342
76,147
69,645
109,835
119,898
113,940
131,219
IOWA
1959
1 9.7/
174,707
192,933
160,213
168,414
115,172
78,618
92,432
80,073
158,765
169,749
165,672
178,203
K INS IS
1959
1954
104,345
120,167
87,360
89,936
54,478
36,493
83,329
84,485
92,490
102,749
94,925
105,038
MINNESOTA
1959
1954
145,662
165,225
114,122
112,896
92,333
63,754
87,419
80,433
134,216
147,665
135,665
151,396
MISSOURI
1959
1954
168,673
201,614
111,757
106,306
83,846
51,117
95,469
87,797
127,363
128,971
133,806
142,360
NEBRASKA
1959
1954
90,475
100,846
72,559
73,132
57,012
37,488
63,933
60,239
81,908
89,509
85,123
92,681
NEW YORK
1959
1954
82,355
105,714
74,225
87,643
53,917
50,421
47,573
53,745
72,998
84,302
73,160
89,695
SO. DAKOTA
1959
1954
54,928
61,943
36,033
28,359
36,567
25,195
48,366
49,950
51,929
58,033
51,387
55,872
OHIO
1959
1954
140,353
177,074
113,789
126,868
90,334
79,423
69,894
69,010
120,028
137,657
125,194
151,647
OREGON
1959
1954
SO. DAKOTA
1959
1954
42,573
54,441
35,954
38,615
27,452
22,682
30,368
33,510
35,124
40,353
37,251
46,271
55,726
62,520
40,018
37,394
33,943
21,850
39,086
38,485
50,960
57,025
51,759
56,917
WASHINGTON
1959
1931
51,575
65,175
44,056
48,164
31,520
24,214
37,226
38,643
42,592
45,903
46,257
55,835
WISCONSIN
1959
1954
131,215
153,558
103,833
103,139
87,047
64,569
79,785
78,710
121,756
135,851
122,586
139,369
...iKulture. Five equipment items were
i rams reporting any item, such as tractors, may be
ttnni. Thus tractors have an 85% saturation in
of lini., r.. . ] ■n.e mtl number of farms nave declined significantly in
selected as representative
down but proportionate
59 compared with 79 %
his flve-year period.
ownership is higher
in '54 even though
reporting owner-
if related to the
iie actual number
SPONSOR • 31 OCTOBER 1960
now more than ever
Keystone makes sense
and dollars too
here's how:
a
4
Keystone has 1115 locally programmed radio stations
covering 54% of all radio homes in the U.S.A.
Keystone has 86% coverage of all farm markets in the country.
Keystone offers plus merchandising tailored to your
campaign needs at no cost to you.
Keystone covers Hometown and Rural America at the lowest
cost.
Write for our complete station
list and our farm market survey.
They're yours for the asking.
San Francisco
57 Post St.
Sutter 1-7400
(I SPONSOR • 31 OCTOBER 1960
Detroit
Penobscot Building
WOodward 2-4505
Los Angeles
3142 Wilshire Blvd.
Dunkirk 3-2910
New York
527 Madison Ave.
Eldorado 5-3720
Chicago
111 W. Washington
State 2-8900
With more demand for creative personnel, SPONSOR ASKS:
What makes a good agency tv
commercial
Rollo W. Hunter, ' ■■/». & director of
it radio, Edwin Wosey, Ruthrauff & Ryan,
\ if York
\ ■■.I agencj t\ commercial pro-
ducer is trustworthy, loyal, helpful,
friendly, courteous, kind, obedient,
cheerful, thrifty, brave, clean and
reverent Outrageous? Let's run
down the list:
These unsung paragons have to
He knows
copy, has
spent a better
part of his
career behind
a typewriter
possess unshakable trustworthiness,
resisting anything redolent of kick-
back. They also need fierce loyalty
to clients, forsaking their buddies in
production houses and performing
circles. They have to be helpful,
friendly, courteous, and kind when
these attributes apply to their rela-
tionship with clients. In reverse, they
have to know when and how to get
tough in behalf of those clients.
Obedience, in this context, means
biting your tongue to repress views
opposed by the boss, at least until
jrou can get him alone. Cheerfulness,
even optimism, is required when
you've just gone into golden hours on
the fiftieth take of a three-second
scene. A keen sense of thrift is essen-
tial. Money rolls out like the tide in
television and it takes firm control to
keep costs down. Art sometimes
Minds producers to the realities of
money.
Veto of bravery are common in the
lif« of a producer. He must have the
guts to exercise his own judgment,
though it be at variance with copy-
writ. ars 1 opinions. I believe that a
producer docs a better job if he has
spent part of his career behind a
t\ \»-w filer.
"Keep it clean" is the rule this sea-
ion. A producer has to conquer temp-
tation- to rig produd demonstrations.
No deceptions or photographic wea-
sels allowed, even to save shooting
time.
Last on the list, a little reverence
for the advertising business itself
doesn't hurt. There's something dis-
gusting about the producer who
knocks the business that feeds him.
A producer has to know a lot more
than superficial nomenclature to op-
erate with authority in film and
videotape. He needs taste and, above
all, judgment to apply in wide range
— props, costuming, timing, editing,
and especially music. There's no
room for the tin ear. This all-around
man must also be at home with the
various codes and guild contracts.
He carries heavy responsibilities and
shouldn't be thought of as some odd-
ball operating apart from the main-
stream of advertising. He has to be
pretty much of a true blue scout or
he's out.
Cordon Webber, v.p. & director broad-
cast commercial production, Benton &
Bowles, Inc., N. Y.
I have been observing during the
past year what I believe to be the
beginning of a revolution — at least an
underground stirring — in agency atti-
tude toward television commercial
production.
A new concept of commercial pro-
duction, it seems to me, is beginning
to emerge. And this new concept is
sfe*
He should
be as in-
terested in
sales as
film festival
awards
encouraging, even demanding, the
birth of a "new man" in advertising
— a new kind of agency commercial
producer.
Let me describe what I regard are
the nine attributes of this "new man"
— this paragon who is at the center of
the production revolution, and who
can be a key figure in the search for
cliche-busting television advertising.
1. First of all, he is an advertising
man. He understands the marketing
and copy objectives of his brands
and is just as interested in the sales
effectiveness of the commercials he
produces as he is in the film festival
awards they may win.
2. He is imaginative and creative.
He has ideas of his own and com-
mands the respect of both copywrit-
ers and art directors.
3. He has a strong visual sense.
He sees and thinks in terms of mov-
ing scenes and pictures. This may
mean that he also has an interest or
background in drama.
4. He is a film and videotape tech-
nician. He understands the basic
tools and language of his craft.
5. He knows music, if not as a per-
former, then as an appreciator. He
understands that music is often the
"third column" in a commercial (pic-
ture, words, music) and he knows
how and when to use it effectively.
6. He is an administrator with an
equal regard for the figures in his
budget as for the figures that turn up
in his casting sessions. Creative he
may be. But if he lets the budget get
out of control, he and the account can
end up in disaster.
7. He is a worrier. A man who
worries, cares. And you have to care
a great deal — every day — to produce
superior television commercials.
8. And finally, he has taste — that
vital, infinitely hard-to-define in-
gredient found in the best commer-
cials. You can't describe it, but you
know when it's there, and worse, you
know when it's not there.
William La Cava, v.p. & supervisor of
commercial tv, Cunningham & Walsh Inc.,
New York
What every producer has to be is
a creative organizer, a diplomat, and
preferably a combination man of one
form or another; i.e., artist, writer,
photographer, editor. In fact, one of
the best agency producers that I
SPONSOR • 31 OCTOBER 1960
producer?
know of started as a singer. There
are no college courses on "Becoming
A Good Producer." This is one of
the few professions in which it some-
times seems a requirement that you
come from other professions, usually,
however, in the allied fields.
As an outstanding producer, one
must not only have the above back-
ground, but the added spark of in-
spiration, for instance — inspiring
studios and their crews by almost be-
coming a member of their organiza-
tion until the completion of the job.
The producer must be able to inter-
pret creatively, to know what the pub-
lic will derive from the message.
Certainly awareness of cost, the
limitations of film versus tape, sound,
and familiarity with the latest tech-
niques are important factors, but this
Staging, direc-
tion, a crea-
tive bent more
important than
being good
technician
knowledge does not necessarily make
a good producer. Staging, direction,
a strong tendency toward the creative
instead of the business or technical
end are, in my opinion, far more im-
portant in his make-up.
In too many cases, commercial pro-
ducers have a variety of assignments,
ranging from broker to bookkeeper,
with only a small proportion of their
over-all time actually spent on crea-
tive staging and direction. Because
of these varied assignments, produc-
ers are hired and promoted on their
abilities as coordinators, technicians,
their knowledge of union codes, and
their skill as negotiators. I feel that
this is a waste and can be eliminated.
Look upon the commercial pro-
ducer as a creative interpreter who
takes the written word and, with in-
ventive staging and continuity, pre-
sents to the client the finest possible
Why Do Folks Stay Up
SO LATE
In Rochester, N.Y. ?
Rochester's a quiet, thrifty, conservative town— sort
of complacent— a place where you'd hardly expect
to find a flock of late-stayer-uppers. Yet, every even-
ing, far into the night, the home lights shine in thou-
sands of Rochester's neat residential areas! — It's not
the night life that accounts for this— it's the right life!
It's those Wonderful
FEATURE
FILMS
EVERY NIGHT AT
11:;
Never— no never— has there been such a brilliant, star-studded
array of late-evening entertainment as that offered by our Fall
Festival of Feature Films! Great dramas! Great stars! Great
entertainment!— And a great opportunity for smart buyers who
grab up the golden spots within this super-selling program
structure! Write, wire or telephone today!
CHANNEL lO
ROCHESTER, N.Y.
CWVET TV • WHEC TV)
EVERETT McKlNNEY INC.
THE BOULING CO. INC.
SPONSOR • 31 OCTOBER 1960
AIR BUYERS
point-of-po
irpu | nylons from 20-30$
,n areas without tlir
u-li."
I ,11 Stevens, radio h director,
Weightman Inc., Philadelphia:
\ radio station's merchandising
t] occasions definiterj
moved merchandise for several of our
f I accounts. The station expanded
much effort to see thai promised dis-
plays were actually delivered."
BEST WAY TO EMBRACE THE NEW YORK
NEGRO COMMUNITY...
When it comes to reaching the enor-
mous Negro Community of greater New
York, time buyers sum up their strat-
egy in three little words: "LIB IT UP"
The reasons are simple. Whether you
sell a LIBation or appeal to the LIBido
only WLIB can do-
the effective job.
Hotel Theresa. 125th Street t
fvl
EMBRACES the ENTIRE
NEGRO MARKET IN GREATER NEW YORK.
Merchandising i^ a far greater fac-
tor in radio than in tv, according to
NBC. This was evidenced in re-
Bponses to the question, "In order to
increase distribution (or for any rea-
Bon), have you ever bought on the
basis of merchandising first, audi-
ence second?" Over one-third (38%)
replied ves to this question for radio
while less than one-fifth (19%) an-
swered yes for tv.
Since the second most valuable ac-
li\ it\ I see chart page 31) is "calls on
the trade" it would stand to reason
panelists would be in favor of having
a merchandising specialist on the sta-
tion staff. Almost eight out of 10
respondents (78%) stated that they
would recommend that stations (radio
and tv) employ such persons to make
calls.
Onlj 55$ of the respondents do
not object to having a station mer-
chandising specialist contact their
clients with regard to a schedule,
while 43% definitely do not want to
have their clients contacted.
In summarizing the purpose of the
NBC study, Dick Close, vice presi-
dent, NBC Spot Sales, said: "Mer-
chandising is a dilemma for both the
broadcaster and the buyer. It is for
the broadcaster because he is in com-
petition for advertising dollars with
other media, all of whom use mer-
chandising as one weapon to help
create sales for advertisers. And mer-
chandising, properly executed, can
certainly help in this respect. The
dilemma arises, I believe, in deter-
mining how much merchandising
support a station can provide and still
make a reasonable profit. On the
other hand, the buyer is caught in a
dilemma because he must equate mer-
I chandising support with advertising
value — and these two factors change
I with each of his clients." ^
JEGvib
Leading^^ Dallas agencies place.
among top 4 stations in total market
and in top 2 for quality market !
N. Y. TIMES
(Continued from page 34)
in the style so familiar to listeners
everywhere (ANNCR: "Here is fa-
mous actress X with a word about
Y." ACTRESS: "I love Y because
. . ."). "We felt our celebrities should
be interesting people making interest-
ing conversation about something
they'd just read in the paper — it so
happening that that paper was the
New York Times," noted Bellaire.
After Times promotion chief Irvin
Taubkin gave his o.k. Mercer & staff,
including copywriters Peter Beach,
Paul Murphy and their successors,
Bill Fuess and Edgar Marvin, called
up celebrities all over town. "We'd
ask them if they'd read the Times.
With those who didn't, we dropped
the matter there and then." With
readers, a date would be made, either
at cocktails, supper or in their dress-
ing rooms. "We'd chat, amiably,"
Mercer says, "and since none of us
knew shorthand, we had to become
rather vain about our memories." Af-
ter the interview, the boys would dash
back to their typewriters, bat out a
rough draft (adhering as much as
possible to the conversational style of
the celebrity) and return for a sec-
ond session.
It didn't take long for these spots
to catch on, and to acquire a large
and dedicated following by people
who actually wrote the Times to ap-
plaud its nerve. And sometimes, nerve
is just what it took. For example, in
turning the live mike over to Andy
("No Time for Sergeants" and "Des-
try Rides Again") Griffith the incum-
bent Times management may have
pictured the late Adolph Ochs and
Carr Van Anda turning in their
graves :
ANNCR: Andy Griffith for the
New York Times.
GRIFFITH: I am happy and hon-
ored to have this opportunity to speak
to you fine folks today about the
New York Times. / mean boy this
here is a real neivspaper and on a par
with my hometown newspaper, the
Mount Airy, North Carolina, Times.
To look at the New York Times is so
satisfying. Them pretty headlines.
And all that handsome punctuation
that the boys worked so hard to learn.
I tell you the Times can do more with
a semi-colon than any paper I know.
And when you see a man studying the
Times you know he's doing some-
(Please turn to page 53)
SPONSOR • 31 OCTOBER 1960
National and regional buys
in work now or recently completed
SPOT BUYS
TV BUYS
Ocean Spray Cranberries, Inc., Hanson, Mass.: Schedules for its
holiday cranberry promotion begin early November, in about 30
markets. Eight-week placements are for day and night minutes, 15-30
per week per market. Buyer : John Neilan. Agency : BBDO, New York.
Chun King Sales, Inc., Duluth: New schedules on its food products
start mid-November. Moderate freqencies of day and prime night
minutes are being bought. Buyer: Betty Hitch. Agency: BBDO,
Minneapolis.
Lionel Corp., New York: Going into 30-35 markets in November
and December with the pre-Christmas drive for its toys. A 30-minute
promotion film is being placed to reach kid and family audiences, and
minutes and 20's in kid shows are also being bought. Buyer: Jerry
Rettig. Agency: Grey Adv. Agency, New York.
Minute Maid Corp., Orlando, Fla.: A number of new markets get
schedules for its frozen orange juice starting in November. Day and
night minutes and chainbreaks are set to run through the end of
April. Buyer : Chet Slaybaugh. Agency : Ted Bates & Co., New York.
Pan American Coffee Bureau, New York: Schedules will start next
month in about 30 markets. Day and late night minutes are being
used for four weeks, 10-15 spots per week per market. Buyer: Hope
Martinez. Agency: Grey Adv. Agency, New York.
Lever Bros. Co., New York: Testing a number of new products.
Out of J. Walter Thompson Co., New York, schedules are being run
on Starlight Shampoo, Reward detergent, and Mrs. Butterworth's
Syrup. Dick Nybord is the buyer. Other test placements are on
Summer County margarine, through SSCB, New York. Mike Cam-
bridge buys.
Procter & Camble Co., Cincinnati: Radar, a new hair tonic, is be-
ing tested in five markets. Fringe minutes are being scheduled for an
indefinite period. Lou Cappazoli, broadcast supervisor, buys. Agen-
cy: J. Walter Thompson Co., New York.
RADIO BUYS
Borden Foods Co., New York: Additional money is going into
Borden's Instant Coffee for November. Filling-in is for two to four
weeks using traffic minutes, in about 40 eastern markets. Buyer:
Lou Bullock. Agency: DCSS, New York.
Ceribelli & Co., Fairlawn, N. J.: Buying traffic and day 30's on
Brioschi, ranging from 10 to 50 spots per week per market. Sched-
ules start 26 November for six weeks in about 30 markets. Buyer:
Mary Dowling. Agency: Ellington & Co., New York.
CHANNEL 9
WTVM
COLUMBUS, GA.
• A Creat New Market!
82% unduplicated audience on the
only primary ABC station between
Atlanta and the Gulf!
• Top ABC Programs!
Shows like Maverick, Cheyenne, The
Real McCoys, Sunset Strip, Hong
Kong, and The Untouchables.
• The Best of NBC
Programs like Wagon Train, The
Price is Right, Huntley-Brinkley
News and Perry Como . . . plus top
syndicated programs.
CHANNEL 9
|J@@Q
COLUMBUS, GA.
WHT
The #1 night-tir
station in
Chattanooga!
SPONSOR • 31 OCTOBER 1960
Capsule case histories of successful
local and regional television campaigns
"
TV RESULTS
AUTOMOBILES
SPONSOR: Hanaea-MacPhee Engineering AGENCY: Direct
Capsule case history: The Hanson-Mac Phee Engineering
Co., Inc., Volkswagen distributors, felt it had a tough fight
..ii it- bands in 1960 because of the new American compacts.
Foreign car sales were declining for all makes in northern
\Yw England as well as nationally, and the distributor need-
ed t\ exposure that would give it wide coverage in Vermont,
\cu Hampshire, and Maine. It bought a schedule on
\\ Ml WIN using a weekly ski show in winter and the Let's
Ploy ('"Ii show in summer, in the Wednesday night 10:45
slot. Both programs successfully maintained interest and
enthusiasm for Volkswagen cars and trucks. Not only did
,m\ dent by the American compacts, but dealer
volume increased 60% to 70% over 1959. "These results
tnplished because of high quality programing, the
large audience of men reached, and WMTW-TV T s outstand-
ing promotional activity," said John C. Dowd, the distribu-
tor's ad manager. "We have renewed for the coming season."
WMTW-TV, Portland-Mt. Washington Programs
CAMERA STORES
SPONSOR: Schilling Sales Co. AGENCY: J. G. Sullivan Co.
Capsule case history: The Charles W. Schilling Co., a
camera retailer in South Bend, hesitated to sponsor the week-
ly Bishop Sheen program on WNDU-TV because it felt it
would be difficult to integrate the commercials. It had never
used tv before and was cautious about placing advertising
thai would offend viewers, in a market where it already
had an established reputation. But working with its agency,
the J. G. Sullivan Co., a soft-sell presentation in keeping
with the dignity of the program was created. Results from
sponsorship were immediate: hundreds of letters the first
week alone • \pressing thanks for bringing the show to the
area, and proof of the advertising value was that viewers
came from even distant points covered by WNDU-TV to
mention their appreciation and make purchases. "Our spon-
-or^iiii ..f the Bishop Sheen program has become one of our
most effective campaigns," -aid Charles Schilling, "giving
us unprecedented sales from the entire Michiana market."
WNDU-TV, South Bend, Ind. Program
DEPARTMENT STORES
SPONSOR: Moran's Department AGENCY: Neigher-Scott-Srun
Store
Capsule case history: With tv's continuing battle to woi
traditional newspaper advertisers, WHNB-TV recently sue
ceeded in the toughest sell of them all, the department store
Selling the Neigher-Scott-Shaw ad agency of Hartford.
Conn., on giving tv a whirl for its client, Moran's Depart
ment Store, the station hoped to break down with a test cam
paign the resistance against broadcast usually put up by de
partment stores. Results were better than ever hoped for.
with the test producing record-breaking sales for Moran's.
The advertiser made an immediate decision following a week
of business newspapers had never been able to produce.
"Moran's has decided to drop all newspaper advertising and
to continue use of your station exclusively," reported Harold
J. Shaw of the Neigher-Scott-Shaw agency. "The store's ad
vertising cost on WHNB-TV, in ratio to volume, is the lowest
it has ever experienced. We are completely sold on broad
cast as the best way to sell merchandise in this market.'
WHNB-TV, Hartford-New Britain Announcement.
GASOLINE & OIL
AGENCY: Hart-Conwa
Capsule case history: The Webaco Oil Co., distributor oi J
Cities Service products for a six-county area in the Rochester
New York, market, has sponsored the City Edition Neu
show on WVBT-TV for more than four years. Joseph P
Brown, of the Hart-Conway advertising agency, reports tha
during this period, "City Edition News has played a majo
part in building Webaco sales for Cities Service gasolint
fuel oil, and accessories. The program's audience has in
creased from a nine rating to around a 22 since initial spon
sorship." The segment's prestige and respect has grown con
sistently in the Rochester market, and solid sponsor identifi
cation has been a key factor in sales for Webaco and dealer
in the distributor's area. "Special announcements brin
Webaco's dealers immediate response after the program.
Brown says. "The City Edition News is an integral part <
its advertising, and we consider the program the best t
buy in Rochester in terms of both cost and sales results.
WVBT-TV, Rochester Newscas
SPONSOR • 31 OCTOBER 1960
N. Y. TIMES
(Continued from page 50)
thing good for hisself. Boy I'm tell-
ing you this Times is a real stomper.
Now let me wind up by pointing out
what I think is the clinching argu-
ment in favor of this here paper. The
Times is published — now would you
believe it? — seven days a week. Read
the New York Times friends. It's
much more interesting. And if you
can't read, git it anyhow. It'll make
you look important.
"There seemed to be no end to will-
ing candidates," Mercer recalls, add-
ing that occasionally, talent agents
called up the Times to ask that their
client be used. "Each person had
something distinctly personal to say
about the Times," Mercer explains.
Celeste Holm told of wrapping her
Xmas gifts in back issues of the
Times to send to expatriate New
Yorkers; Rod Serling liked the tv re-
views ; Meredith Willson told of read-
ing the smash reviews of his "Music
Man" hit, and so forth. When the
Times sponsored local baseball and
pro football, it brought to the mike a
number of sports personalities.
"We even launched a sideline series
we called 'unknown readers,' " Mer-
cer says, "calling upon people like
my neighbor in Jersey, who's a wall-
paper salesman and Times fan."
More recently, as the novelty began
to wear off the testimonials BBDO
tried another offbeat tack. In the
suburbs, it placed a series of commer-
cials that consisted of mythical letters
to the editors (". . . my world is no
bigger than a station wagon wind-
shield," complained the harried
housewife, whereupon the announcer
urged, "widen your windshield . . .
wake up to the Times"), and com-
mercials that were nine-tenths sound-
effects. And, possibly to remind the
readers that the Times wasn't as
avant-garde as all that, BBDO keyed
to the G.O.P. and Democratic con-
ventions "historical vignettes" that
revealed the Times to be "the paper
of record" at all conventions dating
back to when Lincoln was nominated.
"We haven't begun to exhaust all
the possibilities that still lie before
us," Bellaire said the other day.
"This is one of those dream accounts
in advertising, where the product is
continually changing. It is virtually
impossible to become bored with the
Times — either reading it, or writing
about it." ^
"Brawnski Will Be Big
In The Media Department"
Sharp lad that Brawnski . . . he'll join the agency schooled in basic market-
facts. Obviously he knows that South Bend has a higher per household in-
come ($7,553*) than any other Indiana Metro Area . . . that it ranks $1,426*
above the state average.
While a rich market by itself, South Bend is part of a total 15-county area
with buying power in excess of $1.7 billion*! You can't afford to penalize
your sales efforts in a market of this scope ... it calls for an all-out aerial
offensive! And no station reaches South Bend aerials like WSBT-TV!
The nation's oldest UHF station, WSBT-TV has dominated this market since
its opening day. Year after year it delivers 45% share of sets in use with top
CBS programs and popular local shows.
Don't fumble sales potentials in the big South Bend market. Get the latest
signals from your Raymer man.
'Sales Management 1960 Survey of Buying Power
WSBT-TV
SOUTH BEND, INDIANA
Channel 22
ONE OF CBS' HIGHEST- RATED STATIONS
Ask Paul H. Raymer, National Representative
SPONSOR • 31 OCTOBER 1960
It's a habit...
walchingr I$/£j-T/V *«■ fkesno
Most Fresno farmers wouldn't let any chore keep them
from watching their favorite farm program, TODAY
IN AGRICULTURE. KMJ-TV sends reporters and
photographers into the field to gather this farm news
direct. And with approximately 30,000* farms in the
KMJ-TV area, the program's popularity is easy to un-
<x\. Just another reason why KMJ-TV has such a
high degree of viewer loyalty.
nt's I960 Survey of Buying Power
THE KATZ AGENCY, NATIONAL REPRESENTATIVE
(California)
KMJ-TV . . .
first TV station in
the Billion-Dollar
Valley
,. of the Bees
McCLATCHY
BROADCASTING
' COMPANY
SPONSOR • 31 OCTOBER 1960
Wharfs happening in U. 5. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
31 OCTOBER I960
PUBLICATIONS INC.
RKO and Hartford Phonovision president Thomas F. O'Neil made a firm pledge
to the FCC that the company would not only refuse to bid against free-tv for attrac-
tions but would refuse anything which could be sold to free-tv.
He also forecasts a loss of $1 million for his company if the FCC approves the three-year
pay-tv test he seeks.
NAB's Charles Tower had a rough time as his intended testimony was tossed out by the
FCC on grounds that it was a general attack against the system rather than testimony on the
issues in the current proceedings.
FCC chairman Ford noted that the commission has already decided there should be a test
of the system and solely at issue now is whether the RKO application meets specifica-
tions set down.
Tower offered a new presentation alleging injury to Hartford tv stations.
Motion picture exhibitor Marcus Cohn set down the basis for a contention that approval
of the bid by RKO, would still control some motion pictures, would violate the anti-trust
laws under the Paramount case precedent.
A fascinating guessing game arises out of a conviction among leading Wash-
ington politicos to the effect that debates between presidential candidates are
doomed to become a one-time wonder.
This is held to be true for two reasons: (1) Republicans are dissatisfied, not so much
with the showing made by their man, as with the fact that Sen. Kennedy has gotten much
free tv time; (2) Republicans traditionally have more money to spend on campaigning and
feel the debate technique has neutralized that advantage. They feel Nixon was by far the
better known candidate, and the appearance of the two men on the same tv saturation plat-
form has acted to neutralize that advantage, also.
Then, regardless of which man is elected, these leading national politicians are of the
firm opinion that four years hence the incumbent president is going to be in no mood to
climb down from his position of White House advantage for an even-up free-for-all.
All of this adds up to a conviction among the men who should know best that the net-
works may offer free debate time in wholesale lots, but will find it impossible to
bring the candidates together.
Election of a Democratic president to go with the Democratic Congress could
further cool the ardor of Congress for probes of the FCC and other regulatory
agencies.
There are no plans now for sweeping probes of the sort carried on by Rep. Oren Harris,
chairman of the House Commerce Legislative Oversight subcommittee, and the subcommit-
tee is currently slated for the discard.
Harris has promised to hold hearings next year on whether networks should come under
direct regulation by the FCC. However, these are to be held by the permanent House Com-
merce Communications and Power subcommittee. Nor do they appear in advance to be much
more than a routine followup to the special subcommittee's final report, without too much real
effort to pass a law requiring such regulation.
• 31 OCTOBER 1960
55
Significant news, trends in
• FUm • Syndication
• Tape • Commercials
FILM-SCOPE
31 OCTOBER I960
•PONSOB
PUBLICATIONS INC.
Nothing makes media as promotion-conscious as owning a piece of the tv prop-
erty they're promoting.
Take the case of ITC's Best of the Post, based on stories in the Saturday Evening Post;
the series is owned in part by Curtis Publishing.
The Post went all-out, providing a selective edition spread on 27 August and adding
many tune-in ads in specific markets as the show premiered.
Wholesale news dealers' trucks sprouted posters in Chicago, and stack inserts went into
copies of the magazine at over 8,000 New York and Chicago outlets. (Despite good
reviews, the show's New York premiere on WABC-TV earned only 3.4 on 22 October, against
CBS Films' Brothers Brannagan's 20.3 Arbitron on WCBS-TV.)
The Post was going so far to promote Best of the Post that it was even ready to con-
sider it a factor in the allocation of its own tv money: "If we learned that a station
in one of our markets was running the Post program, we'd probably put the spots for that
market on that station," said BBDO account executive George Morris.
There was also a probability the Post's tv spot schedules would go right into the show
itself in its scheduled markets, noted BBDO timebuyer Jack Van Sluys Maes.
(For latest sales reports on Best of the Post, see FILM WRAP-UP, p. 70.)
Whether syndication men face the coming months with optimism or pessimism,
the facts are that new half -hour syndication business has been moving along at far
from a pace that anyone could dub a standstill.
At least eight new shows now on the market in the half-hour category are selling and
most have one or mole major, regional deals to their credit.
Here are the latest slles totals of eight new shows:
SYNDICATOR PROGRAM & TYPE NO. MARKETS
CBS Films Brothers Brannagan (detective) 122
Deputy Dawg (animation) 83
CNP Blue Angels (adventure) 122
Jim Backus (comedy)
Screen Gems Two Faces West (western) 145
ITC Best of the Post (drama) 133
Ziv-UA Case of the Dangerous Robin (adventure) 181
Miami Undercover (suspense) 18
Note the remarkable variety of program types represented in these current sales re-
ports which don't even include national spot, renewals, re-runs, and programs other than
half-hours.
Research men are putting adult animated comedy into their book of new pro-
gram types making a hit this season.
Thus Screen Gems' The Flintstones (Miles Labs and R. J. Reynolds) on ABC TV, using
animation in both the program and the commercials, could touch off a chain reaction.
An important factor is the show's integrated commercials, which «mploy the same ani-
mated characters to sell a product.
An all-animated show has obvious advantages for products such as Miles' brands, which
have often used animation and special effects devices in their drug commercials, using fan-
tasy to talk about an unpleasant subject.
Although Flintstones didn't elicit many critic's raves, it seems to be guaranteed a wide
base of audience.
SPONSOR • 31 OCTOBER 1960
FILM-SCOPE continued
ABC Films is in the comfortable position of a syndicator with three network
deals to its credit this season.
They are: Alcoa Presents, Ralston Purina's Expedition, and Electric Auto-Lite's The
Racers (not yet scheduled), all on ABC TV.
Three other syndicators maintaining their network eligibility this season are: Ziv-UA,
with Bat Masterson on NBC TV and Aquanauts on CBS TV, CBS Films with Angel on CBS TV,
and CNP with Lawless Years on NBC TV.
These four, ABC Films, CBS Films, CNP, and Ziv-UA, all began as non-network dis-
tributors but are now selling to the tv webs as well.
Some good examples of how syndication can be used by institutional adver-
tisers are provided by banks sponsoring CBS Films' Robert Herridge Theatre.
They are:
• Prudential Federal Savings (Harris & Love) of Salt Lake City on KSL-TV dropped
the middle commercial entirely to preserve dramatic continuity and limited its opening and
closing messages to institutional advertising and a description of forthcoming programs in its
18 October premiere.
In addition, the bank is scheduling the show as a prime time special.
• The Albany Savings Bank on WTEN-TV, is exploiting each show in the series for
its special audience; it is scheduled every fourth Tuesday at 10:30 p.m.
• Citizen's Fidelity Bank and Trust Co. of Louisville on WHAS-TV, presenting the se-
ries weekly at 9 p.m. on Sundays, finds for the first time that it can promote a syndicated
show of its own through teachers of English and drama in public schools, some of whom
make it required viewing; the same bank previously used Gray Ghost and Liber ace.
Stations and syndicators are coming to terms on some of the newer post-1948
feature film packages.
But there are still plenty of hold-outs in both camps: stations and station groups waiting
for a buyer's market and distributors hoping the market will turn in their favor.
A roll call of outstanding hold-outs in both camps would identify the following: the
CBS o&o's among the buyers, Columbia Paramount, and MGM among the pro-
ducers.
Nevertheless, UAA, Seven Arts, NTA, Flamingo, PTI, and UA's Lopert have been active
in selling post-1948's.
NTA's 61 for '61 package, for example, made 31 station sales during October. (For
latest sales, see FILM WRAP-UP, p. 70.)
The international market is taking precedence over the domestic market in
syndication in a few isolated but interesting cases.
Formerly domestic demand swept so far ahead of its international counterpart that shows
were still selling abroad one, two, and three years after they went into domestic syndication.
But recently the international demand has boomed while the domestic appetite
for film has been static and the result is that some shows are now first sold abroad
or contracted to start first outside the U. S.
Canada, for example, recently bought CBS Films Robert Herridge Theatre and sched-
uled several Screen Gems network shows before any U. S. equivalent.
Australia, too, took precedence over the U. S. in buying Robert Herridge from CBS Films
and in buying King of Spades and one other show from Ziv-UA's representative, neither of
which is yet available in the U. S.
ONSOR • 31 OCTOBER 1960
57
A round-up of trad* talk,
trends and tips for admen
SPONSOR HEARS
31 OCTOBER i960 The management of J. B. Williams (formerly Pharmaceuticals, Inc.) is be-
otniiKt im« ing urged by close advisers to give up its house agency (Parkson) and place its
sponsor $15 million budget among several agencies.
publications inc. The argument : a house agency may have its commission-saving advantages — and that's
moot — but it shackles itself creatively by having to depend on a single creative head to
come up regularly with fresh copy ideas.
Ed Kletter is Parkson's No. 1 man. He replaced Ted Bergmann, now with Revlon.
ABC Radio has high ambitions about attracting lots of new affiliates with its
new programing policy, specifically Flair.
In fact, it's predicting that the number will run around 50.
According to rep circles, Chicago has suddenly become a nest of agencies which
stress in making new business pitches they can buy spot tv cheaper than others.
Three agencies are said to use this gambit frequently.
They tell prospective accounts they've involved formulas for buying which bring
down the cost-per-1,000.
The rep counter this explanation with one of their own: these agencies seem to have
developed a knack for working one station against another for bonuses.
One of the major tv reps is strongly advising his stations to decline to grant
the usual demand for product protection in one area: cigarettes.
The stand he takes is that by sticking religiously to the status quo on protection the sta-
tions are making it easier for those networks that sell nighttime participations.
If you've ever wondered how they figure the sale valuation of a radio station,
you can take it on the word of an expert, Howard Stark, who just brokered the
sales of WINS and WMGM, both New York, for $10 and $11 million, respectively,
there's no exact formula.
You can take such known factors as the market billings, the number of stations, the rating
position of the station in question and its prestige and earnings, but there's still this question:
how anxious is the prospect to buy into the market?
An old rule-of-thumb that might still apply: five times pre-tax earnings.
The cartoon gentry are sitting around waiting to see how viewers respond to
the Flintstones before they rush into making pilots of their own for the 1961-62
season.
Reports out of Hollywood are they've already started to bandy ideas around with agency
people. These series, of course, would be directed mainly at the adult level.
Have you ever heard of a corporation refer to its fiscal span and the crop
year?
Well, that's the term of measurement used by General Mills.
It obviously relates back to the company's early milling days when it paralleled its op
nation with the wheat farming cycle.
SPONSOR • 31 OCTOBER 196d
Nielsen Station Index
gets its measurements
from the rigit homes
n~n qzd[~1
Each NSI sample is a true cross-section of
4he market area it measures. ..reflecting
family size and composition, household characteristics,
and other important data such as ownership of
automobiles, tv and radio sets.
Detailed proof of sample right ness is yours for the
asking. It is one reason why...
MSI is the only validated source of station
audience facts available today ...
pAojudUtf n&liaJde u^G^maticut
Ipx, IrtOGdcGvU a&ueAtitinCf, deoLUcutl
Nielsen Station Index
a service of A. C. Nielsen Company
2101 Howard Street, Chicago 45, Illinois • HOIIycourt 5-4400
NSI is o Registered Service Mark of A. C. Nielsen Company
SPONSOR • 31 OCTOBER 1960
FOR ALL THE FACTS
CALL . . .WIRE . . . OR WRITE TODAY
HITCH
MILLER
Joining Mitch Miller and guests at
his table can be a pleasant and prof-
itable move for an advertiser. Lis-
teners find the combination of Mitch,
music, glittering guest stars and a
no-holds-barred discussion of the
entire entertainment world fascinat-
ing fare. This special "inside show
business" flavor gives sponsors the
inside track to a large and interested
audience. In all radio , Mitch Miller
is the kind of company you keep . ■ ,
ONLY
CN CLS
RADIO
SPONSOR AND MARKETS
[Continued from page 40 i
liated farm stations covering an esti-
mated 77' ( of the farm population.
Edwin I!. Peterson, -enior vice presi-
dent of KBS, reports on these two
continuing patterns in farm owner-
ship and farm-appeal broadcasting.
"Rather than having a number of
small farms, we are gradually get-
ting into a situation where farmers
are ahsorbing more acreage so that
ownership is getting less each year.
This is because of specialized farm
techniques which are resulting in the
purchase of more machinery and
equipment for each farm. Heretofore,
a farm might have had one tractor.
but now it is necessary for that same
farmer to own two or three."
Therefore, predicts Peterson,
"There should be an upsurge in the
sale of farm machinery and equip-
ment which should also apply to
products associated with new modern
methods of operation which require
fertilizers, sprays and other materials
for the protection of crops."
As for radio programing of the
greatest appeal to the farmer and his
family, he finds after surveving the
Keystone stations that listening pat-
terns remain fairly constant. "The
best time to reach the farmer is early
morning, when he listens to news,
weather, farm reports and county
agents. This also applies to the noon
period I when he returns to the house
for lunch). But early evening is also
popular, and local sports reach a very
large listening audience."
He emphasizes the fact, also, that
out-of-house tune-in is a major factor
as the farmer has installed radio re-
ceivers in barns and peripheral build-
ings and also frequentlv carries a
transistor radio with him as he goes
about his farm chores.
The changing patterns of farming
and the advancing economic growth
of the farmer and his property are
alerting advertisers to seek out this
rich market in new ways. More gen-
eral product advertisers are moving
into farm areas with tv and radio to
sell consumer items — food and drug
products, household and personal ac-
cessories, appliances, cars. It's esti-
mated, for example, that one-third of
all passenger cars sold are purchased
by farm and rural householders. And
the U.S.D.A. reports that farms now
supply onl) 10', of their own food,
compared with 60$ in 1941 and with
an even higher 70' \ in 1923.
Marketing facts such as these mean
an expanded market for consumer
product manufacturers. But the po-
tential is even more vast for manu-
facturers of such specialized farm
products as fertilizers, feeds, machin-
ery and equipment, building supplies.
Here are some of the more salient
reasons they're using broadcast me-
dia:
1. Tv and radio are geared speci-
fically to farm habits. Farm pro-
grams are concentrated in the earh -
morning period when the farm fam-
il\ arises, during the noon hour when
it eats dinner, during the early eve-
ning hours when familv members re-
lax.'
2. Broadcast farm directors know
the character of the people in their
coverage area and the nature of the
farm problems. They tailor-make the
"editorial"" content as well as the
commercial content to the needs of
their audience.
3. They give the farmer updated
information, both in the show itself
and in the commercials, which help
him do a better job and make more
money.
4. And farm broadcasters are help-
ing to bring city and country closer
together psychologically by adding
information for city people which
gives them a better understanding of
farm problems and their relation to
them.
5. Station people cooperate exten-
sivelv with profesisonal and govern-
mental agriculturists. For example,
the USDA reports that in 1958 agri-
cultural agents made 288.408 radio
broadcasts and 18.584 telecasts. Dem-
onstration agents in that same year
made 81.076 radio and 6.490 tv ap-
pearances.
6. Local-level cooperation with
wholesalers and retailers is meshed
with sales and merchandising efforts
with the advertising agency and ad-
vertiser so that the farm station di-
rector is the focal point in the local
sales effort.
These many appeals are used by
general product advertisers and by
specialized farm market manufactur-
ers in their dual appeal to the farmer
as ( 1 i a consumer and as (2) a
producer.
Without exception, farm advertis-
ers stress "news" in their advertising:
news of important developments, new
uses of an item, additional ways in
SPONSOR • 31 OCTOBER 1960
which the farmer and his family can
improve their agribusiness methods
and profits.
The major national advertisers in
the specialized farm product areas
range from chemicals (such as Amer-
ican Cyanamid and Merck) through
trucks and tractors (such as General
Motors and Ford ) to seed companies
(Coker and Funk among them) and
feeds (such as Ralston-Purina and
Quaker Oats).
Reports on how such long-time
broadcast sponsors as International
Harvester and Massey-Ferguson use
radio and tv, respectively, are de-
tailed on pages 41 and 42. These are
two of the giants among farm-market
advertisers. But a growing trend is
for smaller companies and for new
advertisers to move into tv and radio.
Typical of an up-and-coming com
petitor in the health and feed supple
ment field is Myzon Labs., Chicago.
sponsor's Midwest editor reports that
this 10-year-old manufacturer of
poultry and animal health and feed
supplements has launched in the past
year an aggressive new product de-
velopment plan so that it is competing
nationally with such major firms as
Pfizer and American Cyanamid.
The company has become national-
ly known because of its radio adver-
tising in the past decade, but it's pri-
mary strength is concentrated in
about a dozen Midwest states. The
current distribution expansion plan,
however, will make for more concen-
trated, in-depth marketing in all
areas.
Radio is used for this added depth,
according to account people at Henri,
Hurst and McDonald agency in Chi-
cago. The current radio plan: An
eight-week drive which started two
weeks ago in 52 selected national
markets. In these markets, Myzon is
using 21 farm stations affiliated with
the Keystone Broadcasting System in
line with its concept of "interlocking
saturation strategy" at the local level.
Keystone's merchandising program is
geared to gaining additional retail
outlets for the various Myzon prod-
ucts, which now are distributed
through standard outlets for animal
health products but which are moving
into a new sales source — rural drug
stores.
The current ad budget is about
$400,000, with radio getting about
half of this amount.
Farmers seem to have an aware-
SPONSOR • 31 OCTOBER 1960
ness and an appreciation of advertis-
ing, and of broadcast media in par-
ticular. Two recent surveys tend to
document these conclusions. A ques-
tionnaire from Wally Erickson of
KFRE, Fresno, president of the Na-
tional Assn. of Television and Radio
Farm Directors, asked farmers
"Which source serves you best for
farm news, interviews, farm advisors,
markets, farm calendars and weath-
er?" Radio was chosen first on an
over-all basis with 1,259 or 37% of
the total votes. Radio was listed as
a clear "first" in the interview, mar-
ket and weather sections.
A general advertising summary,
based on responses from Illinois
farmers, shows that 91% of the farm-
ers think "Advertising in general is
helpful to me as a consumer" and
93% think "Advertising is necessary
to keep business healthy and grow-
ing." Almost nine in 10 (87%)
thought "We are better off with ad-
vertising than without it," and 68%
think they "can depend more on
statements made in advertising than
on those made by salesmen."
These factors point to a sound psy-
chological base or climate for the re-
ception of commercials and of the
broadcast media. And this climate is
made even more favorable by the
types of programing which stations
schedule for farmers. News continues
as the major favorite of all farmers
in all localities. This classification of
program also extends to such peren-
nial features as market and weather
reports and sports.
There are two other program fa-
vorites of the farm community, how-
ever: popular music and religion.
The rural family tends to take a rath-
er different approach to religion than
city dwellers, and church and church
activities are an integral part of farm
life.
There is also a large audience for
homemaking or household-hint type
of shows. The farm woman, despite
modern conveniences, still likes to get
cooking, sewing and homemaking in-
formation, much of which is related
directly to her function as a farm
wife. And she, too, in her role as a
worker on a farm is interested in the
news reports which tell her — for ex-
ample — about new weed killers or
seeds for her vegetable garden or
chicken feed. She, as her husband,
is a consumer-producer.
The woman in the farm household
CR0SBY&
CLOONEY
When Bing and Rosemary signed for their weekday
program, Variety wrote: "CBS Radio Still Makes Like
Show Biz." It's this network's tradition, of course.
One that attracts audience .. . sells for sponsors.
Here, Bing and Rosemary join personalities like
Arthur Godfrey, Art Linkletter and Garry Moore to
offer personal salesmanship unequalled else-
where. In all radio , this is the kind of company
you keep..
ONLY
ON CBS
RADIO
61
i- also .hi agribarin -- partner. As
,-u. li. she is infli ntial in decisions
about buying bi h big-ticket items as
farm equip
\ pUol id] "ii bow beat to reach
these lusiness pros was conduct-
the title "Corporate [mage"
h\ Marateller, Rickard, Gebhardt &
Reed agency. It was launched with
Bpecific relation to farm machinery,
l>ut some of the conclusions are pro-
jectdble to other kinds of products.
Among the findings:
"Farmers have very definite images
of various manufactuers, and these
arc definable and measurable. The
corporate image study is a tool of top
management, not just of advertising.
This is because all elements of the
company with which the public has
contact add to or detract from the to-
tal corportae image. The total cor-
porate image affects sales directly.
"A corporate image is probably
built up over the years. A factor that
has been a strength may today be a
weakness. Changes in a corporate
image must start with management
policies and decisions. Corporate im-
age study findings offer excellent
guides for creating advertising cam-
paigns that hit the target."
Most clients advertising to the farm
market have both a short-run and
long-run advertising purpose: they
want to sell their product or service
now and to build good will and cor-
porate image which intensifies and
heightens during succeeding years.
Habits, especially with farm people.
tend to be ingrained. Television's and
radio's many clients think the broad-
cast media serve this dual objective.
NATRFD
{Continued from page 40)
for a better understanding of the
farmer by "city folks." He suggests
that farm people themselves and farm
broadcasters start talking to ''out-
siders" rather than to themselves,
that they mend their public relations
fences in an attempt to. first, outline
the farmers* problems and, second,
solve them.
The farmer's business is different
from that of anyone else. Bays Erick-
-..i). and because he has the land lots
of people resent the fact and wonder
whs. These people bring new focus
to some of the issues, which are being
cited 1,\ both Presidential candidates,
in making such suggestions as: "Let's
zone the farmer out of agriculture, or
tax him out of it, or build a freeway
through his land, or chop him off at
the pocketbook by cutting off price
supports, or regulate him with labor
and building codes, or lower tariffs
on imports."
More constructive and objective ap-
praisals of the farmer, asserts the
XATRFD president, will show him to
be a businessman doing "a wonderful
job." He cited the "agribusiness con-
cept," now moving ahead full speed
in his home state of California, which
"recognizes that the dollars the farm-
er spends in his business are turned
over many times in the community
in the form of supplies purchased,
wages paid, services rendered, and in
the costs of processing, transporting
and retailing farm commodities."
Erickson cited a study of a single
California county which showed that
39 representative growers over a
three-year period reported a com-
bined gross income of S9 mi